Ad of the Day: Axe

BBH's new Axe man already has the girl, but now he has to keep her happy

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Women may have the upper hand in the dating game, Axe has conceded. But at least men can dull that edge with the brand's shower gel.

BBH London began softening Axe's longtime message that females are mindless animals incapable of resisting its man-scent with a February campaign for Axe Anarchy, introducing a fragrance for ladies and illustrating that dudes, too, are pheromone-driven morons. Then, the agency went even further, upending the dynamic of the brand's advertising with a campaign allowing that females are actually thinking, acting members of society capable of leading obsequious, sex-obsessed males to debase themselves in myriad ways.

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