Axe Spot Takes Top TV Honor; Coke and Nike Also Win Golds

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MEXICO CITY (AdAge.com) -- A local Unilever spot employing the global tagline "The Axe Effect" took the top TV Gold honor in the Advertising Age Best Awards for Mexico last night.

The awards are sponsored by Advertising Age and its sibling Crain Communications publication El Asesor, a Mexico City business weekly.

Fast-beating heart
The spot, by Interpublic Group of Cos.' Lowe, Mexico City, features a young female doctor who turns the stethoscope on her own fast-beating heart after she gets close to her Axe-wearing patient.

El Asesor's Ad Age Best event drew 400 people, who gathered at a children's museum in Mexico City.

The Gold awards for outdoor and print media went to Coca-Cola and Nike, respectively, for soccer-oriented ads.

Penalty kick lineup
The Coca-Cola Export Corp.'s print ad mimics a soccer team's lineup before a penalty kick, when male players cover their genitals with their hands to avoid a crippling blow from an erratic kick. The ad, by Interpublic's McCann-Erickson Mexico, is for Coke's sponsorship of a male and female soccer tournament, so this lineup features a woman in soccer garb, covering her breasts instead.

For outdoor, WPP Group's J. Walter Thompson de Mexico used the street as media and chalked a soccer goal box around a street grating for Nike de Mexico.

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