And Publicis Groupe-backed Bartle Bogle Hegarty, New York, kept with this theme in its advertising support for the Axe House Party.
Some of the most outrageous work were viral films, shot to look like home video, posted on the web site. Three films, ranging from 25 to 45 seconds, were featured, and banner ads with 2-second clips teased consumers to come to the site, check out the full show and, of course, register to win a trip to the party.
One film gave a fictitious look at "the morning after" last year's house party, where an unusual cast of characters-including a woman covered in whipped cream-come tumbling out of closet, much worse for wear.
Print ads designed to look like party fliers found on a college campus appeared in male-oriented magazines, like Emap's FHM and Dennis Publishing's Maxim, to reach the target 18-to-24-year-old males.
Radio spots in 14 markets purported to listen in on a police scanner where an officer is being dispatched to a house party that is completely uncontrollable. "A lot of our work tried not to look too much like advertising, because kids are really marketing savvy and that turns them off, " said Kevin McKeon, executive creative director at Bartle Bogle.
WPP Group's MindShare is the media-buying agency. Spending was not disclosed, but Axe spent $13.4 million in measured media in 2002, according to Taylor Nelson Sofres' CMR.