In Egypt, Axe celebrates 'the evolution of hooking up'

Axe "The Evolution of Hooking Up" by Digital Republic.
Axe "The Evolution of Hooking Up" by Digital Republic.

From the airport to the grocery store, Egyptians find new ways to connect in this spot from Cairo- and Dubai-based agency Digital Republic

CAIRO — Deodorant brand Axe has donned a new look here after seven years. To seal the deal (and underscore its reputation as the scent of seduction), Axe has launched a new spot from Egypt that traces "the evolution of hooking up" since 2007.

From "missed calls" to MSN Messenger, a whole range of ways of connecting in yesteryears is recalled in the film. It also explains how the buffet has given way to organic and naturally good food, swimsuits have become two-pieces and two-meter shoes are the norm.

The spot urges viewers not to worry, as Axe has got their back – whether at the airport, in the car, or at the local grocery.

After introducing the brand’s new look and formula with the promise of a "greater chance of hooking up," the film invites viewers to go to and become the star of the video.

Campaign credits

Client: Axe
Agency: Digital Republic, Cairo, Egypt

Creative Director: Karim A Yusuf
Senior Copywriter: Rami Boraie
Arabic Copywriters: Ahmed Safi El-Din, Mostafa Kerdani
Head of Accounts: Ismail Ternawly
Account Manager: Bassel El Sawy
Account Executive: Dina El-Tonsy
Head of Technology: Mohamed Ramez
Senior Web Developer: Mohamed Ibrahim
Senior Videographer/Editor: Islam Momtaz
Production House: Full Frame Productions
Director: Yahya Ismail
Executive Producer: Mostafa Al Faramawy
DOP: Ahmed Tahoun
Art Director: Hend Haider
Editor: Baher Rasheed
Music Composer: Wael Alaa

This article first appeared on Campaign Middle East.

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