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Axe: Longer Lasting

Axe body spray is back with a new round of metrosexual stud dreams from BBH/N.Y., shot by John Clang, better known simply as Clang. He's repped by Art+Commerce, whose website (

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Axe body spray is back with a new round of metrosexual stud dreams from BBH/N.Y., shot by John Clang, better known simply as Clang. He's repped by Art+Commerce, whose website (www.artandcommerce.com) notes that his work has been called a "careful exploration of the human reaction to subtle shifts in environment." Which seems to be exactly what this campaign is all about, sans the subtle part. But this was bound to happen now that the "Axe effect" is "longer lasting." That's the key. "The ads show that guys need to be ready to meet girls anytime and anywhere, especially now that the 'Axe effect' is longer lasting," says ECD Kevin Roddy, apparently using "meet" in its nudge-nudgiest, wink-winkiest sense. "We've evolved the work into a more aspirational area, from an educational campaign about how to use the product to a more stylized brand campaign." Speaking of aspirations, you'd think a guy who was getting round-the-clock sex would invest in a bigger, comfier bed and couch. Especially since he must be putting on about 200 pounds from all the whipped cream.
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About

Credits
Date
Mar 03, 2005
Agency:
BBH New York
Executive Creative Director:
Kevin Roddy
Group Creative Director:
William Gelner
Art Director:
Amee Shah
Client:
Axe
Copywriter:
Brian Friedrich
Copywriter:
Matt Ian
Art Director:
Phillip Bonnery
Art Buyer:
Josette Lata
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