Axe's Pretty-Haired Men Can Do It All in Brand's Latest Ad

Haircare Products Claim to Be So Good They Give Guys Time to Concentrate on the Important Stuff

Published On
May 04, 2016

Editor's Pick

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. The ad from Interpublic's Ponce, Buenos Aires features attractive millennial men who can fry eggs, level tables, cut onions and fold fitted sheets, yet also have skills to hold down some kind of job outside the home.

Ponce's Luigi Ghidotti and Hernan Ponce created the ad, directed by Megaforce with music by Salmon Osado. We're somehow reminded of this classic 1980 ad for the fragrance Enjoli featuring a similarly well-rounded woman.

This story also appeared in Ad Age's Lowdown.


May 04, 2016
Brand :
Client :
Agency :
Ponce-Buenos Aires
Company :
Executive Creative Director :
Luigi Ghidotti
Director :
Executive Producer :
Gaby Carcova
Executive Producer :
Nathalie Le Caer
Executive Creative Director :
Hernan Ponce
Client Services Director :
Luz Pasman
Creative Planner :
Mercedes Roldan
Group Brand Director :
Pilar Lopardo
Account Supervisor :
Catalina Aguirre
Account Executive :
Rodrigo Acua
Head of TV Department :
Roberto Carsillo
Production Company :
Primo Iconoclast
Product :
Axe Styling
Creative Director :
Ignacio Perez de Muro
Creative Director :
Eric Chaulet
Responsible for Client :
Rik Strubel
Responsible for Client :
Victor Hugo Jr.
Responsible for Client :
Kuba Dabrowski
Photography Director :
Sebastian Wintero
Editor :
Nicolas Larrouquere
Music :
Salmon Osado

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Project Type