Axe grows up (a little) with new ad campaign

The body spray encourages a variety of men to "Find Your Magic" in the spots by 72andSunny Amsterdam

Axe's new global campaign encourages men to throw off the shackles of conformity, as the brand seeks to augment its adolescent customer base with an older crowd.

The ad opens on posters of men with six-pack muscles as a voiceover rubbishes the notion of conventional attractiveness and celebrates a host of men’s unique characteristics. This is 72andSunny Amsterdam’s first campaign since replacing Bartle Bogle Hegarty — the agency responsible for Axe’s meteoric rise in the '90s. It was created by Laura Visco, Emiliano Trierveiler and Mario Guay, and directed by François Rousselet through Division.

Credits

Executive creative director/writer
Managing director
Director of strategy
Creative directors/writers
Head of design
Senior designer
Group brand director
Brand director
Senior business affairs manager
Business affairs manager
Strategy director
Strategist
Director of film production
Executive producer
Production co-ordinator
Production company
Executive producer
Line producer

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free