On Earth Day April 22nd AXE Has A Plan to Save The World... Well At Least A Plan To Save Water Anyway.

What's not to love about AXE?


Unlimited sexual innuendo, double entendre and cheap giggles. It's all good... right?

Okay, I am likely to get killed here by feminist and non-forward thinkers.

With Earth Day only a few days away on April 22nd, this recent effort from AXE asks you, "can you 'Do The Earth A Favor & Save Water Now By Showering With 4 girls!".

A world without a "Fivesome" is just bad for the environment! 

In an attempt to raise awareness about the very serious issue of water conservation, AXE is encouraging Canadians to drop their towels at the door this April 22nd and give Showerpooling a try. Showerpooling promotes water conservation by encouraging groups of like-minded individuals to share their showers and save a valuable natural resource in the process.

Currently, only 35% of Canadians have tried Showerpooling, with Atlantic Canadians proving to be the most green-minded of us all, averaging 2.5 showerpools per week. Not sure if this information came from Stats Canada, but seems like Halifax may be the place to be.

Remind yourself on Earth Day that "Showerpooling. It’s not just environmentally friendly, it’s all kinds of friendly!"

Join the "ShoweringPooling" Facebook Group for AXE.

The campaign was developed by Zig Toronto.




CREDITS SHOWERPOOLING:
Client: Unilever Canada
Brand: AXE
Chief Creative Officer: Aaron Starkman
Executive Creative Officer: Martin Beauvais
Associate Creative Directors: Jason Hill and Michael Murray
Art Director: Jason Hill
Copywriter: Michael Murray
Designers: Andrew Cloutier and Dylan Royal 

AXE ANTHEM
While working on this piece I also came across another AXE message that just couldn't be ignored.
Ask yourself, "How do I fix myrself up after random nights of debauchery". Answer seems to keep up AXE.

Have you seen this crazy message from axe? Titled "Anthem", I am not sure why I am finding a combination of being so funny and a bit disturbing when a young man who used the AXE seems to forget anything. It's typical AXE branding, he becomes cool in the eyes of girls and finds himself in several odd situations. The spot features "Day and Night" by Kid Cud. This is the UNCUT version found on YouTube and may be strictly for those 18 up!



Song is "Day and Night" by Kid Cudi

Yes Men You Can Keep Your Balls Clean With Axe!

Oh good G-d I generally hate the "pun" and "double entendre", "sexual innuendo" and this spot for the Axe Detailer may win awards for hte total number, count them... I was ready to take bets on an under/over.

The casting also makes this spot perfect for the target, featuring Jamie Pressley (as Monica Blake) who plays an ex-tennis star spokesperson for Axe and their new product: “The Axe Detailer“ a product meant to clean more then mans’ balls, but this spot reminds us indeed your little friends down there also need to be washed from time to time!

The ad itself had me smiling, maybe even laughing, but it is a little to heavy on the pun and the double entendre. It does take a seriously talented writer to keep the momentum in this type of spot, keeping you engaged beyond the third pun/entendre... so well done. My favorite creative highlight is at the end of the spot...it's all about words and visuals isn't it (hint, hint..wink wink)!

Seriously, I shouldn't have "bone" on for this ad because Axe products are aimed at teenagers or men who still think like teenagers.

The spot was created by BBH, New York.

What's Missing? See the Whole Picture... Axe Mobile App

I get asked frequently about how to "shake things up" and here is a great mobile application created by Lowe Gingko Uruguay for Axe Day & Axe Night products.

This is a pretty cool "shake up" way to use SMS & MMS to engage their target audience for the latest print ad for the new Axe Day & Axe Night products.

The print ad is censored, and follows the "Squares" campaign with perfect continuity using the campaign line “One is suitable for general audiences. The other one is not.”

Readers are invited to see the censored parts of the ad by texting a number after 9pm, when they will then receive an MMS to complete image that you overlay on the print ad.

Perfect for the male target audience giving them "social currency" and a valuable "coolness discovery" he can send to his friends.

To view the campaigns TV spot follow this link:

http://www.youtube.com/watch?v=6aJ4NnkNtww