Unilever, owner of Axe brand, are trying to keep their brand top of mind with young lads in the united states by sending fictional characters Evan and Gareth out to try out score-lines on unsuspecting babes. Evan and Gareth 'videoblog' their adventures and the idea is that hopefully this whole thing will go viral, alas, it hasn't yet. It's been seeded on heavy.com and has a seven linkbacks according to technorati so far.
Some of the films are funny, like when Gareth tries the pick-up method he calls "love song" by singing HEY THERE BEAUTYQUEEN at the top of his lungs.
If this universe seems a little different than the recent Axe print ads in South Africa with older women predators and the Dance Club kidnap stunt, it's because it is. Even in the states Axe has been all about "one whiff drives women mad" as they launched with the commercials where a woman was ravishing a store mannequin back in 2002. (read more...)