Axe: Axe Effect Japan

Unilever has done an amiable job capitalizing on (and slightly exaggerating) the hormonal, primal nature of women with its Axe brand. Since the marketing campaign’s always relied on the physical versus the verbal, Axe’s appeal is

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Unilever has done an amiable job capitalizing on (and slightly exaggerating) the hormonal, primal nature of women with its Axe brand. Since the marketing campaign’s always relied on the physical versus the verbal, Axe’s appeal is basically universal, a fact proven by Unilever’s latest branding effort in Japan.   

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.
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About

Credits
Date
Jul 05, 2007
Client:
Unilever
Interactive Agency:
Bascule
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Genre
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