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)

axe: chocolaxe.

What frightens me the most about my personal vendetta against Unilever and it’s morally-opposed advertising for Dove and Axe is that the ads are so damn good. They’re an evil genius.

Check out this Argentine spot for Axe:

(Agency: Vegaolmosponcey)

I feel less guilty about liking this spot because the whole stereotypical “girls love chocolate” thing is so over the top that it somehow seems less sexist. While still being completely sexist. Why I’m trying to justify this in my brain I’m not totally sure…

dove + axe = unilever’s hypocrisy.

As I brought up in my first Axe post, I have a personal vendetta against Unilever. In case you don’t know:

• Dove has made a monumental world-wide splash with it’s Self Esteem Fund and online ads “Evolution” and “Onslaught”.
• Axe has gotten huge web play and a booming market share with wet dream, mega-horny, Porky’s style advertising.
• Unilever is the huge mega-corporation that owns both brands.

Watch this great vid and check out the Dove vs. Axe advertising for yourself:

Here’s the thing: both campaigns are amazing. They’re doing their intended jobs perfectly. The Dove ads, created by Ogilvy + Mather Toronto, are inspirational and groundbreaking and tap into the growing female backlash against the beauty industry and the need to love yourself for who you really are. The Axe ads, created by Bartle Bogle Hegarty, are hilarious and actually pretty witty and tap into the genetically inherent male desire to watch boobs jiggle and fuck as many people as you can. One plays on breaking stereotypes and one plays on supporting them. It’s win-win. Good for them.

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.

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