Axe Anarchy Is Brand's First Fragrance to Also Target Women

BBH London Campaign 'Unleash the Chaos' Dials Up Mayhem Inspired by Irresistible Attraction

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The "Axe effect" now comes in double-strength with the launch of a new fragrance -- Axe Anarchy -- that is available in versions for men and women. BBH London has created a global "Unleash the Chaos" campaign dramatizing the remarkable chemistry unleashed when both sexes wear Axe.

Anarchy is the first Axe fragrance to be available in a women's version, after many years of popularizing the "Axe effect" with young men. The Unilever brand has created many hilarious, often award-winning, commercials around the world to convince young men that the product makes them irresistible. The company, apparently testing Axe's potential among women, says this is a limited-edition product.

The TV spot, "The Chain," shows a world where lust causes men and women to take leave of their senses, and the uproar that results.

In response to their overwhelming desire, a waiter drops his plates, a man jumps off a moving motorcycle, a nurse abandons a wheelchair-bound patient and a boy knocks over a flaming barbecue. The consequences are broken plates, smashed store windows, mass traffic accidents and an urban fire, all set to the sound of Elvis Presley dreamily singing "Can't Help Falling in Love."

In a second spot, a female cop chases a male robber until they unite as a result of their shared "Axe effect."

The campaign for the Unilever brand includes digital, social and out-of -home media, expanding on the chaos that is sparked when the sexes are so drawn to each other.

BBH has also developed two Facebook applications as part of the campaign. The "Anarchy Matchmaker" invites people to select Facebook friends they fancy and then notifies them -- although it makes the exchange public only if the attraction proves mutual. "Kissing Chaos" invites people to post photos of themselves in smooching poses, and then randomly matches them up with other participants.

David Kolbusz, a creative director at BBH, said in a statement, "When we set about exploring what the world would be like with an Axe for him and an Axe for her, we started by dialing up the romance. … Romance at the expense of all else became a descent into chaos."

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