Axe: Googly

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Lowe

Published/Aired:

February 2011

Posted:

March 07, 2011

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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.

Credits

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

Mar 07, 2011 - 10:29

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

Mar 07, 2011 - 10:32

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

Mar 07, 2011 - 10:41

@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