Doomsday mood in the new Axe commercial
Axe's new fragrance is called 2012 Final Edition. The product launch will be supported by a marketing campaign on TV, online, and out-of-home, as well as by an ambient marketing package, PR, and point-of-sale activities.
The central theme of the campaign is the prophecy that the world will end at the end of 2012. The TV commercial created by the Argentinian agency Ponce paints a correspondingly gloomy scenario.
Park Pictures and Pioneer Productions are responsible for the production of the commercial. The soundtrack was provided by Animal Music and directed by 300ml. Dokyo, Hamburg, is responsible for the German adaptation of the campaign. The media agency in Switzerland is Mindshare, Zurich.
In Switzerland, the film was released on TV as a 30-second film on January 2, 2012.
TV spots (German and English version):
