Generate, AXE Celebrate ‘Shower Thoughts’

Generate, a division of digital content studio Defy Media, teamed up with Mindshare Entertainment to launch a new campaign for AXE based around the idea of “Shower Thoughts.”

The first spot introduces the idea by positing that “Every day, millions of brilliant shower thoughts go down the drain” before introducing the first of them: that “When you’re criticized for being short, they’re really just saying that the worst thing about you is that there isn’t more of you.” From there, the spot move into an illustration of the idea featuring Muggsy Bogues, who, at 5’3″ is the shortest player to ever play in the NBA. Bogues is reading the paper on a bench at the local basketball court when a group of guys, referring to him as “short stack,” ask if he’s got next, followed by entirely predictable results. While the whole concept is a bit worn thin, only loosely tied to the product (Axe Black body wash) and unconvincingly introduced, things become more entertaining during the Bogues segment, even if the specific “Shower Thought” it’s tied to is a flimsy one. After all, what’s not to like about a 5’3″ basketball legend named Muggsy schooling a group of cocky guys far taller than him who had no idea what they were getting into? Two future spots will feature singer/YouTube personality Chester See and  actor Brendan Robinson (Pretty Little Liars, Weeds). At that point, we’ll see if the series can survive without Bogues to save it, or if it will just go down the drain.