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Axe Reminds Guys That They’re Hotter When They Chill

Creative 2.3k Add to collection

Series of ads for new Axe Ice Chill range from Ponce Buenos Aires show the pitfalls of trying too hard to impress

Axe Reminds Guys That They’re Hotter When They Chill
The Unilever brand Axe introduces its new product range, Axe Ice Chill, with a cooling effect technology that lowers the body temperature by six degrees (-11 ºF).

Building upon on men’s antsy flirting moments, the campaign translates the physical benefit of the product into an emotional one. And instead of pushing guys to "go the extra mile", the spot’s more realistic message aims to encourage men to become their chilliest self. 

Rik Strubel, Axe’s global VP, said: "The insight stems from global attraction study we did. Girls (and boys) told us that too often guys try too hard to be cool, funny, handsome, which frankly doesn’t work well to build connection. I believe the campaign brilliantly connects our ongoing mission to help build young guy’s confidence with the humor and cheekiness that is so uniquely Axe."

The films were created by Ponce, the MullenLowe office in Buenos Aires, and directed by Gary Freedman through Independent Films, in London.

Digital, print and social content will also be joining the launch. 

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Advertiser: Unilever

Brand: Axe

Clients: Pablo Gazzera / Rik Strubel / Victor Hugo / Garauv Raisinghani / Caroline Gregory / Izabela X-Rekos

Post Production / VFX

Post Production Company: MPC


Sound Company: Sound Canvas

Creative Agency

Creative Agency: Ponce Buenos Aires, MullenLowe Group

Executive Creative Director: Juan Pablo Carrizo

Creative Director: Jorge Zacher / Ignacio Mendiola / Tomas Gianelli

Art Director: Patricio Ramirez

Planner: Azul Agulla / Celina Bartolome

Producer: Jose Silva

Head of Art: Lucas Sotelo

Head of Planning: Axel Malamud

COO: Natalia Noya

Account Lead: Catalina Aguirre

Account Executive: Victoria Stolbizer

Production Company

Production Company: Independent

Director: Gary Freedman

Executive Producer: Jani Guest

DOP: Ben Davis


Music Company: Swing Music


Editor: Adam Spivey (UK), Manuel Dondas (Argentina)

Genres: People, Storytelling, Comedy

Categories: Beauty & Health, Deodorant

MullenLowe Brasil, Wed, 23 Jan 2019 15:02:01 GMT