use axe. get (a)head.

Ugh. Axe. Unilever is evil and the Axe brand is their fun-loving minion. There’s just no getting away from it. I would hate this Axe ad if I didn’t like it so much. I mean, let’s face it, selling body wash to males 18-29 isn’t the most nuanced brand push in the world…

Although, since Axe and Dove are both owned by the same parent, Unilever, I would be interested to know if the hard-working lady in the tub just watched any of the Dove Self-Esteem Fund vids. Just a thought…unless maybe this is how she gets her self-esteem. In which case, go get ’em girl.

axebath.jpg

Agency: Lowe MENA UAE (Art Director Dominic Stallard and Copywriter Clinton Manson)


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