Creativity

Axe: The Pitman Cometh

We're thrilled to report that BBH/New York, blessed with a client who would no doubt hire Hieronymus Bosch as an art director were he still with us, has bestowed upon the world Pitman, a three-toed homunculoid armpit who always gets the babe.

Published on Mar 25, 2004

Editor's Pick

We're thrilled to report that BBH/New York, blessed with a client who would no doubt hire Hieronymus Bosch as an art director were he still with us, has bestowed upon the world Pitman, a three-toed homunculoid armpit who always gets the babe. Why, despite his obvious physical handicaps, is he such a sawed-off stud? Because he uses Axe deodorant, and, well, "Dry pits win." We asked the always serious-minded GCD William Gelner a few relevant questions about this stunning creation. Why does the armpit have three-toed baby legs? "Pitman has short legs so all the horny ladies can easily catch him. He has three toes because some women are into freaky-deaky things, like feet. Pitman will try anything twice." What, if anything, is between those baby legs? "Usually a hot girl. On bad nights, a not so hot woman. Pitman is an equal-opportunity sex object." Why is the armpit topped with a stump and not an arm? "Because nothing or no one can top Pitman; not Hef. not Wilt Chamberlain, not even the Hedgehog. If you don't believe it, check out Pitman's bedside Polaroid collection online, coming soon." Somehow we doubt he's kidding.

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About

Credits

Date
Mar 25, 2004
Agency:
BBH New York
Photographer:
Pierre Winther
Art Buyer:
Josette Lata
Art Director:
John Hobbs
Copywriter:
Peter Rosch
Group Creative Director:
William Gelner
Client:
Axe

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