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

xe Snake Peel - Order of the Serpentine - Bodybuilder / Helga

Adland® is supported by your donations alone. You can help us out by buying us a Ko-Fi coffee.
Anonymous Adgrunt's picture
comment_node_story
Files must be less than 1 MB.
Allowed file types: jpg jpeg gif png wav avi mpeg mpg mov rm flv wmv 3gp mp4 m4v.
Plywood's picture

Could this whole idea possibly be more horribly executed? The answer is no.

suddenwaffle's picture

I think the low budget execution is the point.

AnonymousCoward's picture

One of the things I've been noticing about the AXE commercials is that they usually key in on very immature and generally sexist concepts. These are the first two in which the man using AXE is portrayed as being unsuccessful or at least dubiously successful; whereas the earlier commercials are designed to position AXE as how to realise success, these two are broadening that position to include the repair of failure.

The imagery is interesting, bringing to mind both the Animal House hazing rituals and some religious symbology. The quality appears to have been kept deliberately low to tap into the same "cheese" vibe that drives most men to like 1970s kung fu movies.