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Posts Tagged ‘Axe Body Spray’

Axe ‘Showerpooling’ Ads: Shameless and Sexist or Provocative with a Purpose?

Every member of the ad team responsible for promoting Axe grooming products clearly attended class on the day their marketing professors told them that “sex sells.”

Take, for instance, their ad featuring a stampede of half-naked women converging on one lone man (who apparently smells¬†awesome) as the words “spray more, get more” appear on the screen. Not blunt enough for you? How about the shampoo bottle tagline that promises, “the cleaner to you are, the dirtier you get”? All this professional copywriting work sends one very clear message — use Axe, get laid.

Axe’s latest ad campaign, however, ventures into uncharted territory. In this case, the product’s ultimate benefit (sex) lies hidden beneath a very thinly veiled pseudo-PSA about water conservation. “Showerpooling”, as the company calls it, encourages young men to save water by showering with “a like-minded acquaintance or an attractive stranger”. While it’s pretty clear what might appeal to guys about this idea (and we don’t mean the eco-friendly part), Rob Candelino, vice president of marketing for U.S. skin care at Unilever (Axe’s parent company), swears the campaign really is about water conservation. Sort of.

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Explosions, Car Chases and Cupcakes: Jack Bauer Reps Acer

Kiefer Sutherland is no stranger to the world of advertising — he’s done voice-overs for the likes of Apple, Ford and, most recently, Axe Body Spray. But in this new ad for Taiwanese PC-maker Acer, directed by Stink‘s Ivan Zacharias, Sutherland had to do a bit more than read a few lines in a studio booth. Here the actor channels his best-known character, dodging explosions and interrogating some shady third parties about a matter of utmost importance: cupcake baking.

According to AdAge, Acer Global Marketing Director Martin Schellekens said in a statement that the goal of the ad is to show how the brand’s S5 Ultrabook helps its users “explore a different side of themselves.” The campaign will reportedly also include other characters going “beyond their limits.”

While we look forward to seeing who those characters might be, and what hilarious endgames they try to achieve (James Bond deals with a bridezilla, perhaps?), we’re happy to settle for Kiefer’s explosive baking adventures for now.