BBH Asia Pacific and Axe takes you places

Axe.jpgAxe has launched a regional brand campaign with BBH Asia Pacific aimed at getting back to basics. Giving guys a good time and getting them to live more interesting lives, to boldly step out and see where it takes them.

All campaign elements lead to the app, Axe Dare which is designed to get people off the couch and doing stuff. The App pits you against friends in a series of fun, interesting and flirtatious challenges dares.
BBH launched the campaign with a big, hum-dinging TVC. 60 glorious seconds of a young man having the time of his life and meeting beautiful girls. Part documentary, part real life, a young man sets off on a journey. He sprays Axe and gets women, lots of them. It is basic, classic Axe. To inspire and challenge guys to go and create their own adventure. To "See where it takes you"

AXE2.jpgAxe3.jpgThe film was shot in Chile over four days with two of Latin America's most sought after directors, Nico & Martin. The lead actor, Augustin, had his heart broken on a daily basis. Adding drive is the soundtrack, "I want you so hard" performed by Eagles of Death Metal.

Peter Callaghan Creative Director on Axe said, "Blah blah blah, marketing stuff. But really, it's the classic romantic tale of young love. Boy meets girl. And girl. And girl. And girl. And girl. And twins, and another girl and so on. Timeless, heartwarming"

There is a lot of additional content around the campaign which all lives on Youtube. Check it out, "Undressing" is all it promises to be. You can take on a female body builder or enter a blinking competition.

The campaign has launched in Thailand, Malaysia and Australia.


Credits - Account Team - Business Development Director: Ara Hampartsoumian. Business Director: David Webster. Associate Account Director: Rachel Kornafel. Account Executive. Samantha Dalton. Planning - Head of Planning: Frank Reitgassl. Account Planner: Adil Ismeer. Engagement Planning Director: James Sowden. TVC - Head of Production: Kristin Armstrong. Producers: Richard Mayo-Smith. Wendi Chong, Regional ECD: Steve Elrick. Creative Director: Peter Callaghan. Art Director: Paul Downs. Senior Copywriter: Chiao Woon Lim. Print - Print Producer: D'or Tey. Operations Manager: Lesley Chelvan. Creative Director: Peter Callaghan. Art Directors: Paul Downs, Kenneth Foo. App/Banners - Digital Producer: Nicolyn Marino. Creative Director: Peter Callaghan. Art Direcctor: Paul Downs. Copywriter: Alexander Lim. App Development - Monterosa. Production Company: Primo (Buenos Aires). Directors: Nico & Martin. Producer: Victoria Piantini. Cinematographer: Paco Femenia. Music: The Eagles of Death Metal "Want you So Hard". Sound Design: Fuse Asia. Post Production: The Mill.


Go easy on the axe said:

"Blah...Blah...Blah marketing" is damn right. This is very can dress it up by shooting in Chile and a good track but its advertising at its most basic....and base.

A guy sprays this crap on and meets girl after girl....are the creators living out their own life fantasies?

I saw a film recently where one casanova type character tells his eager to learn friend something aboput the pursuit of women: "whatever you do, throw away your Axe....never never use Axe".

Marc said:

Holy shit, it must be goooooooooooooood to work at BBH Singapore.

Come up with a crap brief. Give it to the creatives who give you something about spraying it on will make you irresistible to women all over the world.

Proceed to travel and produce it.

Never have I been so envious of mediocre work.

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