Right, so we all know that Axe / Lynx attract horny females to the extent that you have to swat them off with sticks... Now apparently, they've invented an Axe that ejects any girls who don't fall in to the category of perfect, also known in the medical community as lobotomized. Any lady with keen observational skills that concludes "he can't dance" is ejected and goes fly flying away. Yeah that's not at all offensive. Perhaps the funny is lost in the translation.

Agency: VegaOlmosPonce, Buenos Aires. Rafael D'Alvia, Creative Director Sebastián Stagno, Creative Director Hernán Ponce, Creative Director Matias Corbelle, Copywriter Diego Sanchez, Art Director Facundo Romero, Art Director Jose Silva, Agency Producer Director : Lynn Fox Prod. Co.:Blink DP: Ian Foster Executive Producer: Pia Suarezi Editor: Joe Guest @ Final Cut Post-Production: The Mill, London
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (9)

  • alex's picture
    alex

    It's not good. But I'm intrigued - is there any evidence at all to show that Axe attracts women? Even a bit?

    Mar 31, 2008
  • Dabitch's picture
    Dabitch

    Sweet smells better than sweat, I guess but I can't say I ever ravaged an Axe-wearing man.

    Mar 31, 2008
  • alex's picture
    alex

    I dunno. I'd rather have the smell of fresh sweat than a noseful of dodgy deodorant. It's deodorant, for God's sake – they all smell like toilet cleaner.

    Mar 31, 2008
  • Dabitch's picture
    Dabitch

    I concur.

    Also, there is a piece missing in the translation "Now with more yes" indicates that all the girls lines were "no" - that's just not clear in English. Though, I don't know if it makes sense anyway.

    Mar 31, 2008
  • alex's picture
    alex

    Yes, it's not at all clear. And the implication by the 'ejection' is that if women don't like you, they're just plain wrong - so why do you need Axe to change their minds?

    Mar 31, 2008
  • Dabitch's picture
    Dabitch

    What's really off here (axe-strategy wise that is) is that Axe isn't changing their minds.

    Ah, we've come a long long way since the brilliance of Paid Pipers Revenge haven't we?

    Mar 31, 2008
  • Allan1's picture
    Allan1

    I liked the last lady flying away "He is my cousin!". Sounds like a mostly good reason to NOT hook-up with him (except maybe in the back-woods areas).

    :-)

    Mar 31, 2008

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