BBH London and Axe do a creative turnaround with a series of new commercials for Axe Shower Gel that feature men trying to measure up to their high-achieving, high-energy girlfriends.
Their solution is Axe Shower Gel, which enables guys to keep up (and keep) the ladies who are out of their league. The spots, with some sharp writing and nice direction by Biscuit Filmworks' Tim Godsall, get Axe out of the hackneyed "use product, get girl" territory the brand is known for. Trust us, you have to watch all five.
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