Unilever Axe lightens up with MullenLowe’s ‘Axe Responsibly’

Pleased to see that Unilever’s Axe has rediscovered its sense of fun after some pretty dire efforts to be serious.

‘Axe Responsibly”‘ from MullenLowe reveals Axe Light, a new variant that make you slightly less irresistible as we move out of lockdown with an eye on (some sort of) social distancing. And, as ever these days, there’s a po-faced scientist telling us what to do.

Well we have to follow “the science” don’t we?

MAA creative scale: 9.

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About Stephen Foster

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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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