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 ...
Read More »Axe back on the right track but way to go for MullenLowe
Unilever’s Axe (Lynx in some places) seems to have noticed the error of its ways, abandoning 72andSunny’s woke ‘Find your Magic’ to return to chasing girls with a joke on top, patented by BBH. Here’s new US agency’s MullenLowe’s back ...
Read More »Axe delves into men’s hidden bathroom secrets in new 72andSunny investigation
Life has its burdens – obviously – but has it ever been quite as angsty as now? Especially if you’re a young man. We’ve had Gillette dipping both feet in the water (and getting them bitten) and now it’s Unilever’s ...
Read More »Axe Music opens the musical door to its old campaigns
You can’t go far wrong in a laundrette (or laundromat as they are these days) and Unilever brand Axe is returning to this trusty venue to launch Axe Music in a new campaign from 72andSunny Amsterdam. But this one is ...
Read More »Axe is at it again, asking is it OK for guys?
Unilver’s Axe/Lynx, which seems to be suffering some sort of identity crisis itself, is still fretting about us guys. So it’s launching a campaign #isitokforguys, from 72andSunny Amsterdam, picking up on the numerous Google searches seemingly made by anxious males. ...
Read More »Axe plods along the road to male empowerment in new campaign from Ponce
Clients seem to get more entangled in their peculiar thought processes by the day. Apparently the main reason WPP has declined to pitch for McDonald’s is the client’s insistence that the “winning” agency handles the account at cost, relying on ...
Read More »Was Axe right to drop BBH’s ‘angels’ for 72andSunny’s ‘Find Your Magic’?
Unilever’s Axe quit BBH for 72andSunny Amsterdam last year and here’s the debut global campaign from the new agency ‘Find your Magic.’ Apparently agency and client have been examining young men, to discover that “men still feel overwhelming pressure to ...
Read More »Axe takes violent twist on Romeo and Juliet
Unilver’s Axe is always trying something different and, in Latin America, is trying a series of long form spins on Romeo and Juliet. Via Interpublic digital agency CUBOOC. Digital is playing pretty well for Interpblic right now, with its R/GA ...
Read More »72andSunny Amsterdam wins lead role on Axe
MDC Partners-owned 72andSunny Amsterdam, has added another feather to its well-stuffed cap, Unilever’s flagship Axe brand. Axe (known as Lynx in the UK and some other markets) has been with BBH for the past decade or so. In the process ...
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