Agency Network: 
February 2011
Axe:  Googly
Axe Print Ad -  Googly


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.


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.

Activity Score 4199
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...

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.

Activity Score 4199
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.

Activity Score 1262
RMG Connect Colombia
atb2005's picture

Catfighting? I've seen better Axe campaigns.

Activity Score 13547
luispiter's picture


Activity Score 2756
kleenex's picture

Not bad, but not great either.

Activity Score 58777
Web Designer/Developer
manojmisra's picture

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

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.

Activity Score 1172
Marketing Manager |

Prasad Weerasekara's picture

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

Prasad Weerasekara
Activity Score 657
akshaysrikar's picture

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

very interesting idea guys.

Activity Score 418
rakel's picture

what the fk?

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

Just funny

Activity Score 103
Art Director
Nerazzurro's picture

got headache after this..dont like those exaggerated ads

Activity Score 35
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