Axe’s ‘Pitman’ Stars in Tetris-Like Game

NEW YORK Bartle Bogle Hegarty today launched a Tetris-like online game starring “Pitman,” the disembodied armpit that cozies up to girls in print ads for Axe anti-perspirant.

The game, which extends the Unilever brand’s “Wear Axe and get the girl” strategy, requires players to fill complete lines with falling tiles containing animated, bikini-clad babes. High scorers can win one of 9,000 “pitalicious” key chains.

“The premise of [the Axe Effect] is that it helps you in the mating game or basically, you get loads of girls because you’re wearing Axe,” explained Matt Campbell, design and digital director at Publicis Groupe-backed BBH in New York. “We’re buying into that. He’s Pitman, and he’s winning, therefore he’s got so many girlfriends, he needs to organize them. That’s why you’re juggling all the girls. That’s the joke really.”

The effort aims to appeal to 18- to 30-year-old men, who appreciate Axe’s irreverent humor, said Campbell. It is being promoted on the home page of the Axe Web site (www.theaxeeffect.com), which promises that a “Dry Pits Win” phone game is coming soon.