Unilever takes Axe to the web and wants to stay there.

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...)

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Pencils handed out last night at One Show - UPDATED

Last night at Jazz at Lincon Center in the Time Warner Center, The One Club held the 30th One Show. The agencies receiving who received the most awards were: the TBWA network with 14 Pencils; Ogilvy & Mather Worldwide with nine; and DDB Worldwide with eight Pencils. One Show Interactive awarded 12 Pencils to Crispin Porter + Bogusky for clients such as Burger King, MINI and Virgin Atlantic Airways. The Ogilvy network had four Pencils in One Show Interactive. Goodby, Silverstein & Partners was awarded four Pencils for clients including Hewlett-Packard and Saturn. And for the first time, a Gold-winning entry from the Middle East took top honors. Tonic Communications, based in Dubai, United Arab Emirates, was lauded for its print spread for Sony, entitled "Paperclip".

Read on for the winners!

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More Anti-doping from the One Show.

When fellow adgrunt ernieschenck gave us all a sneak preview way back in April, he enticed us with the headline Performance Enhancing Drugs Rear Their Head At The One Show and linked to the film with Kevin Roddy. Sadly, adgrunts seemed to find this film about as much fun as watching paint dry. Well, the One Show Anti Doping campaign has more than one film, there's also an interview with Paul Capelli, founder of the ad store, and a news report scene 'live' from the court house. Bore your way through them at your leisure.

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Viagra, is that a C&D in your pocket....?

Remember two weeks ago when Viagra got a little rough with Virgin and forced them to pull that poster? Well the virile puns around this juicy subject are just too tempting for copywriters out there, and now Stanley has joined in the innuendo game.

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Cows everywhere but nobody has a moo-clue

It all started over at Ask Metafilter April 6, where baltimore wondered what was those cow-posters and the bovineunite.com meant to mean? By April 26th MrDave2176 asked the same thing here; "What is that Bovine Unite stuff?"
Well, personally I couldn't really be bothered with it. I knew it wasn't Chick-a-fil as some people suggested, I thought it made more sense for milk and said so. In the end, it turned out to be for Maryland State Lottery. Say wha? Revolutionary cows are mixed up in this how? This gets funnier as almost at the same time another bunch of cows show up in viral form all over New York.... Making these secret cow teaser campaigns without senders ripe for getting confused.

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Reebok adds more stars to "I Am What I Am"

Reebok, known lately as RBK, is adding more star power to their "I Am What I Am" campaign, created by New York advertising agency mcgarrybowen. Monday they announced they will be adding actors Christina Ricci and John Leguizamo, Boston Red Sox pitcher Curt Schilling, and NFL Philadelphia Eagles quarterback Donovan McNabb to their campaign.

The "I Am What I Am" is the company's largest advertising spend in nearly a decade. The concept behind the campaign is to encourage young people to embrace their own individuality by celebrating their contemporary heroes including music icons, athletes and entertainers.

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Axe campaign shows older women as predators

Axe has the whole "women go mad" idea nailed down as theirs only ever since they blasted out big nutty ads like the Paid piper commercial back in '99. Naturally this makes Axe/Lynx a great client to work on, and Lowe Bull in Johannesburg, South Africa won't deny it.
"Axe is a fabulous brand to work on for our creatives, it revolves around the now renowned 'Axe Effect" which essentially means if you wear Axe, you'll always get the woman or women of your dreams," commented Lynn Madeley, regional communications director at Lowe Bull.

With no formal brief the creative team at Lowe Bull had free reign, they just unveiled these two adverts to run in magazines starting this month and are sponsoring FHM's 100 Sexiest Woman in the World promotion. Read more to see the ads.

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Not another online auction

Auctioning off more than your old items is nothing new. Just recently there was the Tag auction for a date with Carmen Electra, creatives for sale, and all those forehead and bump ad space.

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Speak up series of Design Thinking essays.

Over at Speak Up Anna Addison has taken the opportunity to do so and writes an essay called "If you're Bad we're Going to McDonalds." which mulls on the topic of the explosive rise in child obesity and designers responsibility in it all. The essay is part of a series by Portfolio Center students who took part in Bryony's long-distance Design Thinking class during the quarter of winter 2005. Another essay in this series is Marissa Kraxberger's Designing for Deception. Have a look.

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The ad embraced by Adbusters

The current issue of Adbusters (May/June '05) will surprise some readers. For their own reasons the editors have smiled upon our little company and have run - for free - an ad of ours that they had seen earlier in another publication.

Why this dramatic exception to their core anti-advertising mission and no ads policy? When we asked they told us they like what we do and how we do it. Simple as that. (For the record, Adbusters categorically still does not accept paid advertising.) I think this is an interesting twist on what is happening more broadly on the front where Adbusters, and other such activists work.

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