Unilever's existing roster shops on Axe remain in place—including Bartle Bogle Hegarty, Lowe Ponce and R/GA—but newcomer 72andSunny is taking on a significant role.
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.
After courting religious controversy in South Africa, ads for Lynx body spray (marketed as Axe in the U.S.) have returned to their old standard of getting banned for sexual reasons. A series of ads featuring model and Nuts magazine columnist Lucy Pinder's ample cleavage got the chop from the U.K. Advertising Standards Authority, which ruled that they "make a link between purchasing the product and sex with women, and in so doing would be seen to objectify women." You think so? One of the ads shows Lucy bending over an oven door in her underwear. That's got to set some kind of industry record for blatant gender stereotyping, but it could have been worse. It's a good thing for everyone involved that she wasn't basting that turkey. Couple more ads after the jump.
It's been nine months since we wrote about the Lynx/Axe body spray ad in which horny angels fall from heaven, but it's apparently taken that long for South African regulators to get a solitary complaint and
"My Angel Girlfriend" is the latest divertingly stupid installment of BBH's "Fallen Angels" campaign for Lynx (the British version of Axe). A dopey dude dates an angel who is attracted by his Excite fragrance.
Axe long ago cemented its position in the annals of most-sexist marketers. The brand's latest spot doesn't do much to break that mold, but instead repeats the strategy of BBH's "Billions" spot—slow-motion shots of bikini-clad girls running across a beach toward a gaping dude using Lynx (as the brand is known in Europe) body wash.