ID Comms

BBH and Axe are all at sea in online competition ad

The danger with ‘integrated’ advertising is that you aim at lots of targets and hit none of them.

Here’s a classic case in point from the mighty BBH for Axe/Lynx.

The aim is to flog a social media competition with a stay on a real island as the prize. BBH is obviously trying to send up this tacky stratagem as hard as it can (it’s a job for what used to be called the sales promotion agency) but that’s a bit like producing a post-ironic travel brochure. if you succeed you undermine the blingy point of the whole exercise.

Axe/Lynx communications are all over the place at the moment: some of it’s good, much of it is awful.

Memo to Unilever CMO Keith Weed: get a grip Keith, we know you’re selling lots of stuff but at this rate you’ll become the new Brut.

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axe bbh competition ad integrated advertising Keith Weed lynx social media

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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