Axe drops sexy for Gold fragrance launch – but is a tour of the lab an attractive substitute?

Axe is one of the brands that propelled Dave Lewis, incoming CEO of Tesco, into the top spot at Unilever’s go-go Personal Care division.

For the most part it’s stuck to boy-meets-girl (or not) tales, courtesy of BBH.

Now it’s launching Axe Gold Temptation fragrance with a shower gel to follow the launch of Dark Temptation in 2008. And agency Ponce in Buenos Aires, part of IPG’s Lowe and usually a lively outfit, has produced this launch ad with no boys or girls.

Hmm. It’s a bit like the TVC equivalent of a shelf-wobbler. Time to go back to sexy I think – double quick.

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