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)

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.