BOSTON "Consider yourself warned" is the positioning line of Arnold's first work for Gillette's Tag Body Spray. The push from the Havas-owned agency here includes TV, radio, print and online iterations.
The budget was not disclosed, but sources said initial ad spending would be at least $50 million.
Arnold was chosen for the assignment last year [Adweek Online, Nov. 8].
The campaign employs broad humor and sexual innuendo in an effort to appeal to teens and young adult males, the key target market for the product.
Commercial scenarios include advances from the mother of a prospective date and reactions to the product's scent in public venues including a drugstore and a sports arena.
TV debuts tonight during Fox's American Idol and will also run during shows such as The Simpsons, 24 and The Late Show With David Letterman.
Print ads feature offbeat takeaways, such as a pocket card that translates the sentence "No sir, I did not have foreign relations with your daughter" into several languages. Print breaks this month in publications such as Blender, Maxim and Rolling Stone.
The product from the Boston-based company is designed to compete against Unilever's Axe. Bartle Bogle Hegarty handles ads for Axe, which spent about $40 million last year on measured media.