Axe Is but a

Axe Is but a Dream

Axe is at it again, this time with a cinema and TV spot to introduce its newest deodorant fragrance, Axe Unlimited. Bartle Bogle Hegarty created a spot, directed by Nicolai Fuglsig of MJZ, showing a man wearing the fragrance who keeps picking up women playing fantasy parts in a casino: a mermaid, a woman on a horse in a revue and a croupier, among others. When he wakes up, he thinks it’s been a dream until he realizes the women are still with him. “It’s about guys at the top of the dating game food chain,” explains Kevin Roddy, ecd of the New York shop. “Guys like that have a different perspective. Their reality is everyone else’s fantasy. So the spot plays with the blurring of dream and reality.” Accompanying the spot is a viral game, mojomaster.com, where consumers can try their hand at charming women.



Target Building Interest

New Yorkers have heard how live billboard stunts (notably Adidas’ race up a building and vertical football in Europe and Asia) left bystanders awestruck, but the city has never hosted its own until now. On Wednesday, Target treated spectators to a truly awe-inspiring spectacle: a vertical runway show. Gymnasts in Target’s fall fashion collection strutted, danced and twirled to techno music down the side of a building in Rockefeller Plaza. In addition to the hundreds of outdoor viewers, office workers craned their necks to see the show. A fashion show with actual models took place at the same time below, but few could take their eyes off the vertical one. “That’s so cool,” shouted one passerby. Another onlooker was less impressed. “You couldn’t pay me a million dollars to do that,” she said.



In Brief

Hsr/ny has renamed its casting department “Broadcasters.” It will be run by Stacy Seidel and Lisa Fischoff. … D&AD’s Education & Training Team Director, Claire Fennelow, has left. She is replaced by deputy Chris Thompson, who has been with D&AD since December 2000.