March 10, 2020
Unilever’s Axe is trying a new approach from Interpublic’s MullenLowe, Los Angeles, with a “Don’t Overthink It” campaign that hearkens to its roots of humor and heterosexual pursuit.
January 23, 2019
When trying to impress other people, men do stupid things. Lifting too much at the gym, paying for things they can’t afford, games of chicken, fedoras--each a sign that some insecure dude is trying to show off. None of us are immune.
May 17, 2017
A new initiative from Axe and 72andSunny sets out to dismantle the stereotypes that prevent guys from just being themselves -- even if they're virgins, interested in wearing makeup or curious about experimenting with other dudes.
May 17, 2016
RuPaul's Drag Race might not have seemed like a tentpole event for the Axe of old, but the reinvented Unilever men's grooming brand, once known for ads with women chasing men, has just made it one.
May 04, 2016
In a sign either of how much men have changed, or of how much Axe has changed, the latest ad for the Unilever brand's men's hair care looks to prove that its target user is not just another pretty head of hair.
January 13, 2016
It's the end of an era: Unilever's Axe has finally moved on from its "babe-magnet" advertising message and launched a global spot that's not about attracting women at all.
August 10, 2015
While an intriguing concept, programmatic creative in practice often boils down to tweaking background colors, swapping out models or changing cents-off offers in banner ads.
September 05, 2013
"La Donna e Mobile," one of the songs from composer Giuseppi Verdi's opera "Rigoletto," serves as the storyline for Axe's "Random" body spray in this new spot for the Unilever boy brand, created out of Ponce, Buenos Aires and directed by MJZ's Jua
January 09, 2013
What could be cooler (hotter) than a fireman? Especially the beefcake sort featured in this gorgeous spot for Axe out of BBH London, directed by longtime collaborator Tim Godsall?