Make Love, Not War

AXE introduces AXE Peace, both a new line of products and a ground-breaking campaign to bring young people together to affect change with a simple, yet powerful, act: a kiss.

The showpiece of the campaign is a 60-second film and a 30-second commercial titled “Love,” which will premiere nationally on Sunday, Feb. 2 during Super Bowl XLVIII. The spot, created by BBH London and directed by Rupert Sanders, is a collection of global vignettes that cinematically depict the campaign’s theme of “make love, not war” and includes an inspirational call to action: #KissForPeace. The 60-second film debuts online starting today and is live on YouTube.com/AXE.

“Young people care deeply about the future,” said Matthew McCarthy, Senior Director, AXE & Men's Grooming for Unilever. “This generation is socially conscious and more digitally connected than ever. AXE is tapping into this to start a conversation, inspire people to unite globally, and raise awareness about the power of peace in a way only AXE can do – with a #KissForPeace. In a world filled with conflict, we know sometimes the most powerful weapon is love. And as the film dramatizes, for one sublime moment a kiss has the power to make the world a more united and peaceful place.”

AXE is also teaming up with Peace One Day - an international non-profit that drives awareness of world peace - with campaigns in 50 countries set to advance Peace One Day’s goal of peace-building and awareness of Peace Day (Sept. 21), an annual day of non-violence and ceasefire officially recognized by the United Nations member states. The partnership between AXE and Peace One Day will generate unprecedented awareness of Peace Day. In the U.S., AXE will generate exposure and awareness on behalf of Peace One Day through its social network of millions of fans, presence at major lifestyle events, and through online, print and TV advertising, including the TV spot that will air during the Super Bowl, the second consecutive year the brand is appearing in the telecast, expected to reach 164 million viewers.

Lynx - Prince Harry' deodorant

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

AXE - Peephole

What would the average guy do if offered the opportunity to take a peek inside the girl's restroom? AXE decided to find out.

Advertising Agency: DDB Latina, Guaynabo, Puerto Rico
Creative Directors: Enrique Renta, Leslie Robles
Art Director: José M. Rivera
Copywriter: Aníbal E. Quiñones
Production: Tres Trece

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 Effect - Revolving Doors

Images of different women were placed on revolving doors. Every time the doors were turned it appeared as the guy is sleeping with a different girl.


Advertising School: Hanyang University, South Korea
Creative Director / Art Director: Dongmin Shin
Copywriter: Jinuk Seok
Art Director: Jeongin Nam

Lynx Anarchy, The World’s First Invisible Ad

Lynx has pulled a marketing stunt in inner Sydney (AUS) by taking over a terrace house and filling its windows with what it claims are the first "invisible ads". Passersby were given special sunglasses which when worn revealed Lynx ads on each of the LCD screen in the terrace windows.
The windows showed moving images ranging from a dog in a swimming pool to a couple in a passionate embrace.
Spectators stood in awe at what Lynx is calling the first invisible ad ever made.
This so called "Lynx effect' was used to promote a new unisex fragrance called Anarchy.
The media savvy campaign is part of a new push into the women's deodorant market by the scent maker.
Created by Soap Creative.