Shed your shame with AXE

If you've had a questionable hook up, AXE wants to help by having you join the Order Of The Serpentine. The group is, supposedly, a sacred brotherhood dedicated to helping guys move beyond the shame of a questional hook up.

Another brainchild from the folks at BBH, this campaign for Snake Peel Shower Scrub launched February 23rd on Spike TV as a "30-minute special" titled "Exposing The Order of The Serpentine," exactly how BBH launched "The GameKillers" a few weeks earlier for AXE Dry. The special was done as a "news expose" which can be viewed on the website. BBH teamed up with MindShare Entertainment in association with Marobru Productions.

"The idea for a show grew from the insight by Unilever ad agency Bartle Bogle Hegerty around the insight that guys want to shed their shame," said David Rubin, AXE brand development director. "We've produced another way for AXE to connect with our target -- in the entertainment space." Recently, AXE also produced a reality-based show on MTV called "The Gamekillers."
"We knew that to reach young guys we had to use humor, so the 'news expose' creative concept fit with our objective," said David Lang, senior partner and director of programming, MindShare Entertainment, who spearheaded the project. "Having the resources and experience allowed us to create compelling entertainment that speaks right to AXE Shower's target."

SuperAdgrunts, check out the ads here:

Axe Snake Peel - Order of the Serpentine - Firemen