New Ponce ad for Axe shows perils of ‘The Look’

Unilever’s Axe appears to be taking a new turn (for the worse?) in this new ad from Buenos Aires agency Ponce: anti-ageing properties for men.

It’s all tongue-in-cheek of course but women spend millions (billions?) on these potions and no doubt blokes will soon be mugged in the same way.

Which is exactly what happens to this Latino hunk as he’s robbed of his looks in the street, only to recover his youthful mojo with Axe.

The copywriter was Juan Ure and the art director Christian Rosli. It was directed by Armando Bo for Rebolucion, who extracts a nice performance from (non-hunky) actor Roderigo Hilbert.

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