Is Axe breaking up with frat boys?


Read Time: 1 Min

After years of ads touting body spray as the single element that drives all women to lose their minds (and subsequently rip off men’s clothing to a soundtrack of bow-chicka-wow-wow), Axe may be growing up.

Take a look at the new ad from BBH New York:

Admittedly, I do like this piece. And yes, that absolutely might have quite a bit to do with the familiar man revealed at the end.

Do you think of this new approach leaves Axe’s chettish-Nickleback-loving image completely in the dust? (And, perhaps more importantly, is it believable that  Jack Bauer would use something called “Dark Temptation” or one that claims it will “scrub away the skank“?)

See our recent work here. And don’t hesitate to reach out.


Related Insights