Axe Recovery: Wash Away Your Hangover

The Unilever R&HD department " that's research and hookup development " is at it again with Axe Recovery, which BBH/New York delicately calls "a body wash that purportedly washes away your hangover. According to Axe, invi

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The Unilever R&HD department " that's research and hookup development " is at it again with Axe Recovery, which BBH/New York delicately calls "a body wash that purportedly washes away your hangover. According to Axe, invigorating electrolytes help snap you back into consciousness while you rinse last night's party residue down the drain." As if the crucial connection between hookups and hangovers presented in this new print campaign needs an explanation, agency planner Bryan Smith notes that "Axe is all about the mating game, and if you're hung over the only thing you're hooking up with is a toilet bowl, a bathroom rug or maybe a bacon and egg sandwich, if you get really lucky." Creative Tim Geoghegan says, "The research we put into this product was among some of the most in-depth we've ever done. And believe it or not, the stuff actually does help you feel just a little bit better." As for the "mammarial pillows" (see the PDF), creative Caprice Yu says they're not only real but "they're part of my apartment d
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About

Credits
Date
Oct 19, 2006
Agency:
BBH New York
Executive Creative Director:
Kevin Roddy
Creative Director:
William Gelner
Creative:
Caprice Yu
Creative:
Tim Geoghegan
Photographer:
Todd Hido
Client:
Axe Recovery
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