axe pulse: “earthquake” + axe lynx: “because you never know when”.

It’s no secret that I’m a huge critic of Unilever’s soulless corporate hypocrisy for how they manage their Axe and Dove brands. That’s why it’s really frustrating for me that Axe, all around the world, has some of the most visually-interesting, cinematic advertising around. I don’t use Axe, I abhor Unilver, but I adore most of Axe’s advertising. I’m torn, and that’s just how it is.

This Axe ad aired in Argentina in 2007, and it’s kick ass:

(Agency: VegaOlmosPonce – Buenos Aires)

This ad, for Lynx 24-7 (the Axe brand is known as Lynx in the UK, Ireland, New Zealand, and Australia – but it’s all the same shit), is a bit more stereotypical of Axe (the models are stereotypically hotter, they’ve just had a one night stand, Axe gets you major tail, yadda yadda) but the reason it’s interesting is because I watched it. I was curious, it had me to the end, then I realized it was Axe. Damn them Damn them Damn them. This ad is older, from 2005, but won big time accolades and festivals world-wide rushed to throw awards at it. Why? Because, feminism aside, sexism aside, this is a really effective ad.

(Agency: Bogle Bartle Hegarty – London)


  1. Hi, i want to know the track name of the first comercial please!!! I luv this melody.

  2. indiehunk says:

    Heya, nice post.
    Yeah, they really put a lot of money into the Axe thing, don’t they? I still prefer Gillette though. Out of curiosity, why do you hate Unilever, and Unilver/Axe combo?


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