With its Far East “Axe Effect” site, designed by Bascule, the multi-national company has launched a multi-faceted portal that is inundated with all things Axe. The first enticing section is “Axercise,” featuring an aerobics instructor and a handful of spandex-clad backup dancers taking you through 5 different amusing workouts that emphasize the use and spray of two Axe bottles; these include “The Drawing Arm,” “Fireworks Chest,” “Hot Beach Leg” and “Saturday Night Side.”
Another section of the site is “Axe News Network,” a video-filled broadcast channel that streams fictional news reports featuring an attractive anchor and a host of stories that flaunt the power of Axe, such as women pouncing on an Axe user at a supermarket or a politician keeping his cool with a few simple spritzes of the bottle. Finally, a location dubbed “Axe Lesson” lets a tutor use a mannequin to teach you the six-step process of seduction with Axe.
Sure, the copy and dialogue might all be in Japanese, but the video content suggests that Axe’s male-friendly message is the same—even if the words do get lost in translation.