Lowe Bull in South Africa has taken Unilever's Axe (Lynx) off the TV screens and into the hot nightclubs. Like an Axe ad in real life, their stunt contains the usual ingredients of an Axe wearing man and women who suddenly can't control themselves.

The premise, their "unsuspecting" male model hangs out in a nightclub, drink in hand and a bag thrown over his shoulder, there is nothing out of the ordinary about the man... Until the Axe-gals pull up in their truck outside.....

The Axe women, all dressed like extras from Barberella and leggy like Hollywood starlets enter the club, attracting the attention from every man in it who just can't help but check them out. The femme fatale's check the whole club out and suddenly stop - next to our unsuspecting man.

They drag the man, who protests only mildly, off to their femme fatale-mobile, dropping his shoulder bag on their way out. Clubgoers would have to be pretty drunk not to notice the commotion.

As the first girls leave, enter the second troop of women who have been clubbing like everyone else. "Hey, you dropped a bag" they shout to the man and the sexy girl posse, but they pay no mind. So the girls open the bag only to find it full of Axe Dry sample cans and "Missing" flyers (below) that they proceed to give out to every man in the club.

Click on image for a larger view.

We presume the missing man lived happily ever after.

Lowe Bull

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 (5)

  • Neo's picture

    Being that guy: Nice work if you can get it...........

    Jan 05, 2005
  • sport's picture

    Nice one Lowe.

    Jan 05, 2005
  • Dabitch's picture

    Yes, what (straight) man wouldn't want to be dragged away by the Barbarella babes posse?
    But pray tell, did they get their fashion tips from the movie When Dinosaurs Ruled the Earth?

    Jan 05, 2005
  • troymcclure's picture

    Wow. This is like my wildest fantasy come true - only the scantily clad vixens in mine are Bea Arthur, Janet Reno and Ann B. Davis.

    Jan 05, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    wow.. that's a 'real' ad :P

    Jan 06, 2005