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

Plot of 'They Live' lives!

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. Besides, this is Australia. They have their own film legacy to blaspheme in the name of profit. Via PSFK.