Axe - "TheAxeEffect.com" by ANDY Awards 2003
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Axe - "TheAxeEffect.com"
- Brand: Axe
- Country: United States
- Advertiser: Unilever
| Title | TheAxeEffect.com |
| Agency | BBH New York |
| Campaign | TheAxeEffect.com |
| Advertiser | Unilever |
| Brand | Axe |
| Posted | February 2003 |
| Business Sector | Deodorants |
| Tagline | The Axe Effect |
| Media Type | Web Site |
| Length | |
| Market | United States |
| More Information | www.TheAxeEffect.com |
| AI Description | The Axe web campaign features a series of compact, visually vibrant ads centered around the theme of seduction and attraction—the so-called 'Axe Effect.' The ad showcases interactions that emphasize the product's potency, with an underlying humor. The aesthetic is playful and energetic, with bright oranges and vivid graphics outlining use scenarios and 'tips.' It includes an animated demonstration on where to apply the spray to attain the promised effect. A video segment involves a football play interrupted by seduction, highlighting the ad's tongue-in-cheek narrative. This online advertisement is innovative for the era, leveraging humor and interactivity to engage the audience. |
| Executive Creative Director | Kevin McKeon |
| Art Director | Gerald Lewis |
| Copywriter | Matt Ian |
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