Advertisement

Topic: Axe

Axe Kills 'Sexy Beast' Campaign, Calling It Out of Step With Its 'Progressive' New Direction

DDB Puerto Rico work is quickly halted

Axe on Wednesday killed a campaign from DDB Puerto Rico that dealt in regressive, simplistic notions of male-female relationships, signaling once again the Unilever men's personal care brand's newfound preference…

Axe Asks Women About the Ideal Man, and the Results Are ... Weird

Back to being cartoony

UPDATE: This survey seems to have been taken down. We are inquring with DDB about whether the campaign has been ended. Original story below:  Since Axe is all about helping its…

Axe May Have Stolen 'Shower Thoughts' From Reddit. Here's What It's Doing to Make Things Right

Will collaborate with redditor behind the post

Earlier this month, Axe released its latest campaign, "Shower Thoughts." It was quickly accused of being stolen from a subreddit, called, you guessed it, "Shower Thoughts." The Unilever brand today released…

Damn, a Bunch of Brands Picked Up on the 'Damn, Daniel' Meme This Week

But Vans wasn't quickest out of the gate

There's no solid way of predicting what might go viral on the Internet or when. So when a brand can hop on board in a moment's notice, the results can…

Axe Is Bringing Its Great 'Find Your Magic' Commercial to the Super Bowl

Brand finds a bigger platform for its newly enlightened views

Axe has enjoyed such a positive reaction to its "Find Your Magic" campaign, launched earlier this month, that it's bringing a 30-second version of the anthem TV commercial to the…

Ad of the Day: Axe Gets Inclusive in a Remarkable Ad That's Really Pretty Magical

Brand tries a more grown-up take on masculinity

For years, the Axe brand was pretty one-dimensional. It appealed to bros with comical, hyperbolic ads about how Axe would turn them into chick magnets. In the past few years,…

Here Are the Year's Most Inventive Marketing, Media and Digital Campaigns, Honored by Project Isaac

2015's class of genius creations

Approaching creative challenges with an inventive spirit has never been more important. The worlds of marketing and media are being rapidly reshaped by data and technology, but interactive innovation only…

4 Trends That Will Keep Your Brand Globally Competitive

Adapting to cultural contexts is key

Specs Claim to fame Shankar Gupta-Harrison, vp of strategy at 360i; makes the best sangria in the world. Base New York Twitter @SGMagnus When marketers take their brand positioning and messages global, a lot…

For Unilever's CMO, Global Growth and Social Responsibility Are Now Inseparable Goals

CPG empire has learned doing good is good business

Keith Weed seems a little shell-shocked. Just a few days earlier, he was in shirtsleeves and in the embrace of a 90-degree day in Singapore. But this March morning, he finds…

Accounts in Review: Axe Goes Off Roster for Big Global Assignment

Finalists emerge in CarMax's media search

Unilever went outside the family in its selection of 72andSunny to refresh Axe's global strategic positioning. The agency hasn't worked for Unilever before but pitched ideas that Axe's marketing leaders…

Advertisement