Tom Kuntz directs a television spot to launch a new variant of Axe Anarchy, which includes a female fragrance. The ad sees guys and girls wearing the fragrance get so into each other that they cause a series of chaotic accidents.
The spot is part of a larger campaign out of BBH, which includes out of home posters, all based around the theme of attraction at any cost -- despite it leading to chaos. "Anarchy Matchmaker
," a Facebook game, takes a spin off of the "Who Do You Like?" game by asking users to select friends they are into, who are then invited to also play. Matches are made public if your admiration is mutual.