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A Load Of Axe

27 Jul 2006

Two campaigns from Axe for the archive. The first one is actually a campaign from a few years ago for Lynx, which is in fact the same as Axe, but then branded for specific countries. This is a pretty typical campaign for the famous deodorant. A lot of ‘unspoken’ messages and nice graphics. Nothing too impressive, but more than good enough. The second campaign might look not too daring but the details reveal something different. The ‘bus campaign’ was executed Dubai, right in the in heart of a conservative muslim country. The bus has been used to show a house full of girls having fun with an AXE guy. This execution from Lowe, Dubai, gives a different twist to the ‘bus medium’. It turns the bus into one of those Las Vegas strip limos, and that’s not very ‘regular’ in a country where being sexy is ok, as long as it’s covered with a burka.

First Campaign
Lynx 24hours 1

Lynx 24hours 2

Lynx 24hours 3

Second Campaign
Axe Bus

via 24 | AdsOfTheWorld

 
5 Comments

Posted by Miel Van Opstal in Advertising, Campaigns, Marketing

 

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  1. VodSkaMan

    July 27, 2006 at 9:18 pm

    The funny thing is that they put a spanish/mexican looking lady, in spanish/mexican dress, with spanish/mexican musical instruments (maracas), in a spanish/mexican set, as if she was from/in Brazil…
    I dunno where they saw our country…
    Anyway…. it’s got a great idea.

     
  2. Moon

    July 27, 2006 at 10:11 pm

    I don’t see which details you’re refferring to in the second one. The ads are not overly daring like their others…

     
  3. Coolz0r

    July 27, 2006 at 11:45 pm

    I mean the second campaign… the bus… :) I’ll add more whitespace between the two campaigns to make it more clear. Sorry if it’s too confusing.

     
  4. Shaden

    October 28, 2006 at 4:32 am

    “a country where being sexy is ok, as long as it’s covered with a burka.”

    It sounds a little ignorant to say such a thing, Muslim women who wear “burka” are minority to start with, and from the way you said that, I feel that you’re talking about things that happened more than thousand years ago. Whatever you have in your mind about Arabs and Muslims are at best stereotypes.

    On another, I enjoy your blog very much. Keep it up.

     
  5. mojojojo

    February 19, 2008 at 1:16 pm

    umm..dubai’s not a conservative muslim country. you’ll find more chicks with thongs there than you’d find in new york.