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Axe: How Dirty Boys Get Clean

How do Axe shower gel users get clean? In as filthy a manner as possible, of course. Axe and BBH/New York continue to milk unpeopled interior space for every last drop of sexual promise, in this case limited exclusively to the bathroom. "Since i

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How do Axe shower gel users get clean? In as filthy a manner as possible, of course. Axe and BBH/New York continue to milk unpeopled interior space for every last drop of sexual promise, in this case limited exclusively to the bathroom. "Since it's for shower gel " and since we didn't want people to confuse the product with the body spray " we kept the settings in or around the shower," explains writer Tom Kraemer. Fine-art shooter Todd Hido (www.toddhido.com), who's noted for his obsessive studies of interiors and exteriors in books like House Hunting, handled the photography. "Todd manages to bring a sense of mystery to empty rooms," says AD Nick Klinkert. "He makes you wonder what took place there." Adds Kraemer, Hido is "able to create drama without the presence of people. Rather than show the naughty acts taking place, we thought it would be more rewarding to leave it to the readers' dirty imaginations."
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About

Credits
Date
May 31, 2005
Agency:
BBH New York
Executive Creative Director:
Kevin Roddy
Group Creative Director:
William Gelner
Art Director:
Nick Klinkert
Client:
Axe
Copywriter:
Tom Kraemer
Photographer:
Todd Hido
Art Buyer:
Josette Lata
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