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Axe Reminds Guys That They’re Hotter When They Chill


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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Genres: Comedy, Storytelling, People

Categories: Deodorant, Beauty & Health

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