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 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 »Grey lands its punches with new Anthony Joshua campaign for Lucozade Sport
Sports drinks are under fire as is just about everything else that comes in a can or plastic bottle these days so Lucozade Sport, now owned by Suntory, is trying to position itself on the side of the angels by ...
Read More »Now Lynx asks young men to join boxing brotherhood
Unilever is launching the Lynx Gold Brotherhood, an opportunity for Lynx wearers (and others presumably) to win Lynx-related prizes including a training session with new Lynx front man heavyweight champ Anthony Joshua. Joshua defends his titles soon so he’d better ...
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 »Tears all round for Lynx’s new version of maledom
Time was when Unilever’s Lynx (Axe in some places) used to promote itself by showing winsome angels (female) reaching the male parts other extra-terrestrials could not. Things have moved on though and in place of BBH’s rather wonderful TV campaign ...
Read More »BBH tries a different tune for Axe/Lynx
The new Axe/Lynx global campaign from BBH doesn’t seem to have come my way, for some reason, but here’s an Aussie version – where it’s still called Lynx. And it could hardly be more different to the whimsical boys-meets-girl tales ...
Read More »Does new BBH ‘Soulmates’ campaign show that Unilever is finally taking the Axe to Lynx?
Looks like Unilever’s Axe (sold in the UK and some other markets as Lynx) is becoming Axe everywhere, unless Unilever goes in for some pointless re-cutting of this new ‘Soulmates’ campaign from BBH. As we predicted it would, aeons ago. ...
Read More »Gerry Moira of Havas picks his Desert Island Ads
Gerry Moira is UK director of creativity and creative chairman at Havas Worldwide (formerly Euro RSCG) in London (a very long title, as he admits). He began his career as a copywriter at Ogilvy & Mather in 1977 before becoming ...
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