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February 2011
Axe Print Ad -  Googly

Description

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

Caption

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
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CuriousPencil's picture

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.

CuriousPencil
Activity Score 4225
Copywriter
Hiperion's picture

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...

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
CuriousPencil's picture

@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.

CuriousPencil
Activity Score 4225
Copywriter
abake's picture

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

abake
Activity Score 1262
RMG Connect Colombia
atb2005's picture

Catfighting? I've seen better Axe campaigns.

atb2005
Activity Score 13557
luispiter's picture

interesting...

luispiter
Activity Score 2756
comunication
kleenex's picture

Not bad, but not great either.

kleenex
Activity Score 52582
Web Designer/Developer
manojmisra's picture

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

manojmisra
Activity Score 186
Graphic Designer at Student of Advertising Management [ Birla Institute of liberal arts & management science ] BILAMS. |

MK Misra

AdBuzzer's picture

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

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

Prasad Weerasekara's picture

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

Prasad Weerasekara
Activity Score 655
akshaysrikar's picture

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

very interesting idea guys.

akshaysrikar
Activity Score 420
India
rakel's picture

what the fk?

rakel
Activity Score 250
Photographer at Escuela de Creativos Publicitarios de la Argentina
SuperAndrew's picture

Just funny

SuperAndrew
Activity Score 103
Art Director
Nerazzurro's picture

got headache after this..dont like those exaggerated ads

Nerazzurro
Activity Score 35
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