Axe: Emergency Exit sign

Advertising Agency: Lowe, Belgium
Creative Director: Véronique Hermans
Copywriter: Julie Bosteels
Art Director: Ad van Ongeval
Illustrator: Ad Van Ongeval
Account services: Manu Van Der Wielen

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31 comments

Vibe's picture
Vibe
230 pencils

Cool cool! Papa like it!

addyhoch10's picture
addyhoch10
2592 pencils

this one's really nice!

jennywhx's picture
jennywhx
1142 pencils

is this axe some sort of product that will make man charming?
it is funny, worth for a smile :P. nice.

ivan's picture
ivan

Yes, it is a deodorant.

Ivan Raszl, admin of AotW

_inkpact's picture
_inkpact
84 pencils

You may know it as "Linx"...

adthtsucks's picture
adthtsucks
56 pencils

i think ms.jennywhx is new to advertising or jus have to pass some comments for every ad thts put here. JOBLESS??

jennywhx's picture
jennywhx
1142 pencils

by the way, for your question, yes, i am new, but i am not jobless, my job is still a student.
so, i can't comment or ask question? sorry then.

addyhoch10's picture
addyhoch10
2592 pencils

don't mind jenny, i really enjoy reading your refreshing comments!

kc_brock's picture
kc_brock
703 pencils

agree

rd

jennywhx's picture
jennywhx
1142 pencils

thanks, you delighted my day.

Ag's picture
Ag
305 pencils

Mhhhh...

pixelbomb1's picture
pixelbomb1
2555 pencils

another biter.

Sincerely,
Arnold Santillan
714-206-2459

Tero Ylitalo's picture
Tero Ylitalo
583 pencils

Axe hits it home once again. Great work.

"Pastes like shit."

pixelbomb1's picture
pixelbomb1
2555 pencils

It's more like vandalism.

Sincerely,
Arnold Santillan
714-206-2459

chintan ruparel's picture
chintan ruparel
1516 pencils

hehehe..this is cool

~ old habits die hard, older ones never do ~

Daryllee's picture
Daryllee
56 pencils

LOL! Its 'Hope i did that'~! Brilliant!

Kanti's picture
Kanti
48 pencils

Wish I'd thought of it

nemesis's picture
nemesis
761 pencils

Very cool... I love it!

B128's picture
B128
392 pencils

too cool..

the_ashlands's picture
the_ashlands
1394 pencils

again...this smells like fake....comporations arent too keen on culture jamming...its illegal...great little idea tho.

Wren's picture
Wren
66 pencils

(Stale) x 22.7

Skor's picture
Skor
208 pencils

I dont think this works at all..

To me it says "RUN, GIRLS IT'S A FIRE. FOLLOW ME TO THE EXIT!!"

Screaming girls: "AAAHHHH FIRE FIRE FIRE !!!!!!"

It just seems like an extension of the sign.. like more people running to the exit..!

LAZ's picture
LAZ
288 pencils

haha.. fun :)

ManchuChanchu's picture
ManchuChanchu
701 pencils

This one is really nice!

juanguzman78's picture
juanguzman78
44 pencils

I'd like to add that even though at first glance the ad looks quite funny by itself, it doesn't go pretty much with the Axe worldwide branding. I mean, it's been said through multiple ads that one spray is enough to attract not only female attention but to arouse them. OK, I'm fine until here. But it has been also shown that any man enjoys that moment at its fullest and won't be looking for an exit at all. From my point of view, they are killing the Axe effect by making him run; just for the sake of being funny.
Let's have a quick look again to that TV spot where a man sprays more to get more. Yes, that one where he is at the beach and thousands of girls emerge from almost everywhere and hunt him. The thing is, he lets them do it for his own pleasure. That was precisely his ultimate goal, not to escape from them.

the_ashlands's picture
the_ashlands
1394 pencils

but....he does still run from them for a little bit in the tv spots...as there are just so many girls trying to maul him.

gonndo's picture
gonndo
1092 pencils

I've seen it in Argentina...

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

johnpiccin's picture
johnpiccin
41 pencils

very nice and clever ;)

Guest's picture
Guest

favourite guerilla piece ever

LeeHarvey's picture
LeeHarvey
3045 pencils

Grrrrreat!

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