Agency Network: 
February 2011

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.

Print advertisment created by Lowe, United Arab Emirates for Axe, within the category: Health.

When the match ends, your game begins.

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

Comments (14)

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CuriousPencil's picture
Activity Score 4225

March 19th is questionable because it's not clearly two women fighting over the good-stinkin' man in the target audience. But apart from that, yeah, this is on the money for Axe, nicely done.

Hiperion's picture
Activity Score 3138

Una pregunta para Unilever: ¿cómo pretende esta multinacional que la gente se trague su postura pseudofeminista con Dove, si luego permiten que se siga con el tono machista y casposo de las campañas de AXE?
Podían disimular un poquito...
¿Cuantos años va a seguir AXE vendiendo desodorantes con este tono? Empieza a oler a caspa ya...pese a todo esta gráfica me encanta porque al menos se escapa un poco del tono AXE...

CuriousPencil's picture
Activity Score 4225

@Hiperion (via google translate): I'm pretty sure Unilever is Very Comfortable Indeed with the cheesy tone of this campaign, and with the tongue-in-cheek 'feminism is invisible' return to 1970. Why? Because they're looking at consistently amazing sales in a market so saturated it's drowned. Can't argue with the numbers, until they start dropping and when they do, Then I think you'll see them change.

abake's picture
Activity Score 1262

I don't know, to me this just looks bad... I think Axe/Lynx has been a lot smarter and more interesting than this.

atb2005's picture
Activity Score 13557

Catfighting? I've seen better Axe campaigns.

luispiter's picture
Activity Score 2756


kleenex's picture
Activity Score 51044

Not bad, but not great either.

manojmisra's picture
Activity Score 186

Hi kid,
what a ad ooooooooooooooooooo
Mixture of creatures ridiculous ad.

MK Misra

AdBuzzer's picture
Activity Score 1174

It's getting boring. We've seen it before so many times. They should really move on with something fresh and surprising.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 653

very good time table execution .......

akshaysrikar's picture
Activity Score 420

you tell me something, ill forget.
you show me something, ill remember.
you engage me, ill buy.

very interesting idea guys.

rakel's picture
Activity Score 250

what the fk?

SuperAndrew's picture
Activity Score 99

Just funny

Nerazzurro's picture
Activity Score 35

got headache after this..dont like those exaggerated ads