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NEW YORK In accordance with a media strategy that has remained unapologetically absurdist since Unilever launched the brand in 2002, the new Axe “Let the game continue” creative hews to the Axe Universe, which is to say that the product — in this case, Axe Shock body wash — instantly sends any proximate female into the throes of estrus.
Only this time around, thanks to the interactive platform developed by Verizon for its FiOS TV service, the young males who are being targeted can control, well, the action.
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