AXE: Googly

When the match ends, your game begins.

Create awareness and talkability for Axe’s new limited edition variant – Googly (opportunistically linked to 2011 ICC Cricket World Cup), while being true to the brand tonality.

Advertising Agency: Lowe Mena, Dubai, UAE
Creative Directors: Mark Lewis, Komal Sohal, Marwan Saab
Art Director / Copywriter: Manosh Kumar Talukdar
Group Account Director: Tej Desai
Sr Account Managers: Anita Adaman, Prashob Ravi
Photographer: Mansoor Bhatti / Getty Images, Corbis images, Grapheast, Photolibrary
Published: February 2011

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14 comments

CuriousPencil's picture
CuriousPencil
4227 pencils

March 19th is questionable because it's not clearly two women fighting over the good-stinkin' man in the target audience. But apart from that, yeah, this is on the money for Axe, nicely done.

Hiperion's picture
Hiperion
3138 pencils

Una pregunta para Unilever: ¿cómo pretende esta multinacional que la gente se trague su postura pseudofeminista con Dove, si luego permiten que se siga con el tono machista y casposo de las campañas de AXE?
Podían disimular un poquito...
¿Cuantos años va a seguir AXE vendiendo desodorantes con este tono? Empieza a oler a caspa ya...pese a todo esta gráfica me encanta porque al menos se escapa un poco del tono AXE...

CuriousPencil's picture
CuriousPencil
4227 pencils

@Hiperion (via google translate): I'm pretty sure Unilever is Very Comfortable Indeed with the cheesy tone of this campaign, and with the tongue-in-cheek 'feminism is invisible' return to 1970. Why? Because they're looking at consistently amazing sales in a market so saturated it's drowned. Can't argue with the numbers, until they start dropping and when they do, Then I think you'll see them change.

abake's picture
abake
1222 pencils

I don't know, to me this just looks bad... I think Axe/Lynx has been a lot smarter and more interesting than this.

atb2005's picture
atb2005
13567 pencils

Catfighting? I've seen better Axe campaigns.

luispiter's picture
luispiter
2756 pencils

interesting...

kleenex's picture
kleenex
22754 pencils

Not bad, but not great either.

manojmisra's picture
manojmisra
186 pencils

Hi kid,
what a ad ooooooooooooooooooo
Mixture of creatures ridiculous ad.

MK Misra

AdBuzzer's picture
AdBuzzer
1167 pencils

It's getting boring. We've seen it before so many times. They should really move on with something fresh and surprising.

Prasad Weerasekara's picture
Prasad Weerasekara
631 pencils

very good time table execution .......

akshaysrikar's picture
akshaysrikar
420 pencils

you tell me something, ill forget.
you show me something, ill remember.
you engage me, ill buy.

very interesting idea guys.

rakel's picture
rakel
250 pencils

what the fk?

SuperAndrew's picture
SuperAndrew
99 pencils

Just funny

Nerazzurro's picture
Nerazzurro
35 pencils

got headache after this..dont like those exaggerated ads

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