Outdoor Ads for Axe Visible Only If You're Wearing Sunglasses

Plot of 'They Live' lives!

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

A new Australian campaign for Lynx/Axe's grody deodorant consists of LED screens that host raunchy videos which can be seen only with polarized sunglasses. Of course, the entire AdFreak staff immediately recognized this as part of the plot of They Live, a triumph of American cinema whose dystopian atmosphere of a terrible economy and rampant consumerism is sadly relevant today. If Lynx is really referencing that movie, doing so in an effort to boost consumerism—via sale of their own product—is missing the point a bit.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in