Axe - Fear No Susan Glenn

When you think of advertisements for Axe products, your mind probably recalls images of oversexed girls flocking to guys and mouthing sexual innuendos – basically the hyperbolic male fantasy played out in real life.

But a new spot from the company has a different tone. Gone is the “use our product and you’ll be eyes-deep in tail” message, having now been replaced with a motivational plea to young men out there to be bold and have no fear – or you’ll regret it.

In the kick off to their “Fear No Susan Glenn” campaign, Axe has employed Kiefer Sutherland and his made-for-voiceover pipes to recall a time when he did in fact fear Susan Glenn, the girl he never approached because he didn’t think he had a chance.

This marks a different direction for the “get laid” brand evolving it into something more poetic.

Director: Ringan Ledwidge of Rattling Stick 

Client: Unilever

Agency: BBH New York 

Chief Creative Officer: John Patroulis Executive 

Creative Director: Ari Weiss 

Associate Creative Director: Nate Able 

Copywriter: Peter Rosch 

Art Director: Nate Able

AXEMAN, mobile game

Everyone knows guys love to play games, and now AXE is going to reward them for doing what they love.  With the launch of the new mobile game, Axeman, and social hub, Planet AXE, the brand continues to connect with guys through gaming.  Axeman is a personalized new gaming experience that lets users play to their own music while earning points to redeem more than $1 million in real rewards on Planet AXE.

Players can make Axeman their own by customizing the game with their own music, making every experience unique.  Axeman allows users to play their own personal music libraries and automatically customizes the game to match the beat.

AXE Points earned through gameplay can be redeemed on Planet AXE for gear from partners like MTV, GameFly, Xbox, SteelSeries, Live Nation, Philips, WildTangent, and Klondike. Fans can also trade in points to compete in tournaments against other players.

Planet AXE is a new social gaming hub where fans can connect, compete and collect their rewards.  Friends can compete for AXE Points by playing the same song in their libraries. Challenges, tournaments, and leader boards are also controlled from the hub, creating a unique overarching experience that transcends traditional platform play.

For players without their own tunes, Axeman includes a collection of custom songs to play with the game.

Connectivity between mobile and online experiences gives users the opportunity to earn points, track their achievements, and increase their community status through a centralized hub.

Axeman is available now for iPhone, iPod, and Android smartphones.  The game will also be available for PC and tablets, including iPad, beginning in June. Head to Planet AXE to register, and visit the Apple App Store or Google Play for Android to get the app. Visit theaxeeffect.com/planetaxe for more details.

Axe - Happy Easter

Funny print ad from Axe/Lynx. Made by BBH, London.

AXE - Girls

A new and fresh approach from AXE. In this new campaign, with the great voice over, we see men trying to keep up with various types of girls.
AXE teaches guys how to “stay cool” in situations that might be irritating or stressful and always remember that patience is really rewarding.
The series, developed by BBH London and directed by Tim Godsall, are promoting AXE Shower Gel—the key idea here is that no matter hard it may be to keep up with high-achieving women, it definitely pays back.
The ads, narrated by Nick Offerman, pair the five shower gels and their “sensory properties” to the five types of girlfriend (in Axe world): brainy, party, flirty, sporty, and high-maintenance.



“OK, it’s tough to bear. But the good news is that the next up on her to do list is you,” says the voiceover, and this phrase turns to be the tagline of the campaign. Don’t be afraid of difficulties and don’t forget that every cloud has a silver lining.

Lynx - Bus Chaos

Axe (Lynx) released a month ago the ‘for her’ variant. Idea behind it is that if boys and girls spray the irresistible scent of Axe, that chaos unleashes.

Nice stunt from Tullo Marshall Warren.

AXE -The Cleaner

In Argentina, AXE offers you a guy that clean’s up your wild night.
This guy makes sure no evidence is left behind after that very wild night. The campaign is completely video based, and starts with a 3-minute long adventure.
The cool thing is that due to lenght, size and quality of the video’s, it feels like a little movie you’re part of.

The campaign was created by Ponce Buenos Aires, produced by Cine Argentina and directed by Rafael Lopez Saubidet. More elements of the campaign can be found at www.limpialosrastros.com .

Sorry From Lynx & Lucy Pinder

Unilever has issued an apology over a series of online video ads for its Lynx brand that were banned by the Advertising Standards Authority (ASA) earlier this week.

So now Lucy is appearing in a new film saying ‘sorry’ as she ruefully chucks away all the props, including skimpy costumes, used in the films.

The video comes from veteran direct marketing agency Tullo Marshall Warren, now part of Don Elgie’s Creston marcoms group.

A comment posted with the video, reads: “This week we got a fair few complaints about our online Lucy Pinder stuff, and had to pull the lot down. We wanted to apologise and show that we wouldn’t make the same mistake again. So we gave Lucy a call and asked for our stuff back.”

Axe - Girl vs. Zombie

Here is a favorite Halloween thriller from your friends at AXE. Even the walking dead come out smelling great with the AXE Effect in play. You gore and horror buffs, see if you can catch all the references. It’s adequately executed, although the zombie could look better. It also extends the brand promise to ludicrous new heights—that literally anyone can get some action if they wear Axe.

For more information on the AXE Effect or AXE bodysprays, visit http://www.theaxeeffect.com/ or on Facebook at http://www.facebook.com/axe

Axe - Auto Romeo

AXE just launched a new mobile app. Solves a simple problem of the typical AXE Man – handling multiple girls at any single time. The concept is, while you’re on a date with one, the app helps you flirt with the other girls by just feeding in a few points in advance. App can be downloaded for iPhone & Android by clicking here. Watch the video below to get an idea.

Axe - Play, Boy!

Brief:  And and Vh1 Ticket to Ride is having a competition where they will be sending two lucky boys on an all-expense paid trip to attend the Halloween Party in the PlayBoy Mansion

Insight:  The first thing you do when you get your hands on a Playboy is to head straight to the center spread.

Idea:  Get to the centre spread in the fastest time and you and a friend could be on your way to the Playboy Mansion

Advertising Agency: 22feet, India
Creative Director: Vinod Moolacherry
Art Directors: Deepu Sasikumar, Seema Parab
Copywriter: Brijesh Jacob

Axe - Larissa Riquelme

The principal challenge was to stand out during the World Cup 2010 Season with a very low budget. The objective was to create free press by highlighting the brand and making it possible to reach everybody’s attention. Our strategy was to fuse both things men love the most: Soccer and Women. So we created the “sexiest billboard” to appeal to men. We got amazing results, as we were able to get everybody's attention on our brand, generating millions and millions of dollars in free press.

Advertising Agency: Biedermann McCann, Asunción, Paraguay

Executive Creative Director: Federico Perie

Creative Directors: Oscar Vera, Marcos Valdez, Ale Rebull

Art Director: Ale Rebull

Copywriter: Oscar Vera

Axe - Hot Jobs

A new campaign, titled Axe Hot Jobs, comes from Germany. As always, cheeky, in your face, full of sexual innuendos. For more, check out http://www.axe.de/hot-jobs/index_de.php (in German).

Axe - The Mansion

The AXE Mansion is a portal created to showcase interesting content across the range of AXE pillars, including girls, cars, tech, fashion, music, lifestyle, sports and events.

Advertising Agency: Gorilla Creative Media, Durban, South Africa
Creative Director: Jordan Wallace
Additional credits: First View Media

Axe Shower Gel - Beach

Man takes shower on the beach, turns out he puppeteers all the women around with his moves.

Credits:

Advertising Agency: BBH, London, UK

Executive Creative Director: Nick Gill

Creative Director: Dominic Goldman

Creatives: Andy Clough, Richard McGrann

Director: Johan Renck

Producer: Ruben Mercadal

Axe: Noah’s Ark

Axe used Noah’s Ark as an inspiration for the new commercial 2012 in Mexico.
Creative as always!

Axe SprayAway Widget

AXE SPRAYAWAY is a browser widget designed to let you get rid of any articles, comments or images online that stink.*
*works best with html based pages

Simply drag the AXE can to your browser toolbar click on when you see something you don't like and a small AXE can will appear.
USE THIS TO SPRAY AWAY THE OFFENDING ARTICLE, COMMENT OR IMAGE.

Go to http://www.axesprayaway.com and try it!

Nice work from:

Agency: BBH Asia Pacific
Executive Creative Director: Steve Elrick
Creative team: Paul Downs & David Thackray
Programmer: Noel Chan
Producer: Amy Wong

Axe Multiple Girlfriend Facebook App

Great trick from Axe to allow you to have more than 1 girlfriend on Facebook.
You gotta hand it to AXE – they live, eat and breathe their consumer. You know the AXE consumer, right? They are young, hormone crazy males spending the majority of their day thinking about the ladies.

They just launched another great one – the multiple girlfriends app, which generates a fake relationship-status update, which adds multiple women to the user’s status.
By Ogilvy Tunisia, which won gold at the Dubai Lynx Awards for the campaign recently. Video case study bellow.




via Adverblog

Axe - Sweet Smell Not Sweaty

"Sweet Smell Not Sweaty" is an integrated campaign that combines film, print, web and even a game of Facebook , called Sweet Moves. The commercial is the center of the campaign, called "Jumpman" showing a basketball player heading to give a buried, when faced with a nice surprise.

Creation of BBH Asia Pacific, produced by Lime Production and direction of Luis Gerard. The forms were photographed by Matt Hoyle, and the game was produced by Active, Singapore.

Axe - Jumpman

Agency: BBH

Creative Director: Steve Elrick

Creative team: Paul Downs and Dave Thackray

Agency TV Producer: Daphne Ng

Business Director: David Webster

Account Manager: Emah Zaini

Account Executive: Alexandra Moore

Production:

Director: Luis Gerard

Production House: Lime Production

Post Production: Finito Films

Music composition: A-Bomb Music

Sound Design / Full Mix: The Gunnery

Axe Googly

When the match ends, your game begins.

Create awareness and talkability for Axe’s new limited edition variant – Googly (opportunistically linked to 2011 ICC Cricket World Cup), while being true to the brand tonality.

Advertising Agency: Lowe Mena, Dubai, UAE
Creative Directors: Mark Lewis, Komal Sohal, Marwan Saab
Art Director / Copywriter: Manosh Kumar Talukdar
Group Account Director: Tej Desai
Sr Account Managers: Anita Adaman, Prashob Ravi
Photographer: Mansoor Bhatti / Getty Images, Corbis images, Grapheast, Photolibrary