Last but not least: Just don't roll your eyes
Axe has a new commercial. As usual, it comes across as a bit shrill. The protagonist is a young man suffering from unspeakable underarm wetness, who can be seen trying to flirt. However, these are not very successful... until the advertised antiperspirant finally comes into play.
At the beginning of the commercial, a pretty blonde is approaching, but the main actor rolls his eyes because he has to keep one eye constantly on his armpits. The drama is inevitable: The beloved finds neither the eye focused on his armpits nor the dark spot overly attractive and turns away. By chance, the main character discovers in an advertisement that there is a very simple solution to his problem, namely anti-perspirant with the Axe effect. From then on, eye-rolling is a thing of the past - and the ladies are at his feet.
The film, which can now be seen throughout Switzerland on all major private channels and online, was conceived by BBH in London. The language adaptation for Switzerland was realized by the agency Dokyo from Hamburg. Mindshare, Zurich, is responsible for the media placements. The campaign, which runs until mid-February, will be accompanied by online and PR.
