BBH London have created a new series of commercials for Axe Shower Gel and with this new campaign the brand goes “soft” and refreshingly changes the approach. Now, the male heroes already have the girls and the issue isn’t scoring but keeping them and their unique personalities satisfied.

The ads are thereby not typical Axe - but for once, features men trying to keep up with high-achieving women. As you will see, these special women all need guys that go the extra mile to keep them happy, and Axe Shower Gel can help with that no matter what skill is demanded.

The new spots are actually a bit of a turnaround for the brand, since the campaigns usually tells the “use the product, score the girl,” story in its creative work, but now communicates to be more than that. You don’t only score with Axe, the brand can also help you keep (up with) the brainy, sporty or party girl as well.

Okay, thus the Chrysler ad is actually really great and plays the perfect role as an true American company - a hard-working hero. The theme of “Work Your Way Up” as a human being, as a company and as a country is well delivered.

However I can’t stop thinking - Halftime in America? What’s going to happen with the States 236 years from now? And also is Clint Eastwood 236 year old? Sure seem as an old, wise and a pretty worn down cowboy. His shadow is brilliantly giant in the beginning and he certainly has the stature to be the “spokesman” in such an ad, but still very, very old compared to Eminem from 2011 :-)

I’m close to speechless when it comes to this unusual ad from the US Air Force. I’m not convinced that a job within this organization actual feels like being part of Transformers, the movie!? However, I do like the execution and quality of the ad and of course had to share it with you.

It’s not Science Fiction:

Advertising Agency: GSD&M Idea City, USA - 2010