BBH launches regional integrated ‘smell sweet not sweaty’ campaign for Axe Deodorant
BBH Asia Pacific has launched a regional integrated campaign for Axe deodorant. The integrated campaign combines films, print, web applications and a Facebook game that together launch the Axe ‘Smell sweet not sweaty’ campaign. Central to the integrated campaign is a new television commercial ‘Jumpman’ featuring a basketball player in action on the court when an unexpected surprise from the effects of Axe gets him scoring – in more ways than one.
Said Peter Callaghan, Creative Director, BBH Asia Pacific: “The whole piece is based on a true story that actually happened to me, exactly like the commercial, except for the ball, the girls and the basketball thing. But otherwise, exactly. It’s like a documentary.”
‘Jumpman’ was directed by award-winning director Luis Gerard.
View the spot:
In the Facebook game ‘Axe Sweet Moves’, you begin by designing an avatar resembling yourself. You then get on the dance floor, where dance footsteps are matched using keyboard keys. When your moves are impressive, girls appear on the dance floor. The aim of the game is to avoid B.O by spraying Axe on yourself when a can appears, while maintaining your dance moves, and attracting as many girls as possible to score the highest points.
The Axe ‘Smell sweet not sweaty’ campaign is currently running in Indonesia and will soon run in several markets across the region.
Said Marit Kievit, Brand Director, Axe Asia Pacific: “We’re very happpy with this campaign. It lands our product message in a cool and engaging way and I’m sure guys in the region will have fun watching the TVC’s as well as playing the game.”
21 Comments
men don’t want to smell sweet.
fail.
Agreed. I want to smell like a man. An Old Spice man. nuff said.
Is this sweet like ‘keanu reeves’ kinda sweeeeettttt? dude.
Please do something good BBH.
Or do we not get it? Are we not hipster enough?
GUYS want to smell the way women want then to smell. Sweeeeeeeeeeet.!! Unfail!!
Good to see some decent TV coming out of Singapore.
4.38 obviously tried and failed to get into bbh. good work guys
gets you pass the sofa but not to bed? lol. I seriously kind of like the idea especially the way its filmed but the copy sort of pulls everything down too much word play with sweat and sweet.
They better send out the Travis signal. He nails this type of humour.
They’ve tried to emulate that quirky Chupa Chups humour in two ads now…but have only succeeded in providing more material for Fail Blog.
Looks good and made me smile. Why so negative on here. ?
You guys can debate about the details all you want. Sweet Vs Man Vs Who Gives a Crap.
But this is a very well executed TV spot. It’s from Singapore. It’s good. Show me one TV spot done in the last year (or 5) from Singapore that has the same level of production quality and simplicity of idea.
Nice spot.
Guys who smell ‘sweet’, don’t attract women. They may attract certain men.
But I don’t think that’s Axe’s long-running campaign idea, is it?
Also, just because all of Singapore TV sucks does NOT make this good.
Is this AXE’s coming out the closet statement or what? Man up BBH this is a massive fail on the insight never mind execution front
@10.08 A fail on the execution front? Really? Please post a link to your recent TV work.
5:26
Like how you aim big there buddy. “Best in Singapore”. Once upon a time Singapore was aiming to be best in the world. Now it’s a pissing contest to see what’s best in Singapore.
Hate to burst your bubble though, it’s not great by any stretch of the imagination. Luis Gerard can only put so much shine on what we all know is…
BBH Singapore does some great work, but this isn’t it.
What the hell is wrong with the creatives in Singapore? I see people talking shit here all the time. This tvc doesn’t suck at all. If we all stop being so critical, the quality of work might actually start improving.
agreeing somewhat with @1040 @727, at the very least if you are being critical of works being posted here show an alternative solution you think could be better as compared to whats done. Stop being pansies, an idea that may seem crappy is way better then a mouth just crapping away cause you can refine it.
Pretty good ad/ no ? ok fair enough – make a comment about the ad… but it’s always/often followed by snide, bitter pov’s on the agency (whichever one) and so obviously digs at people/agencies beyond the ad….. people with Axes’s to grind etc..
Shame that it always has to reach that level almost instantly ….. seems whichever way you look at it : lots of critics, few people producing the top notch work then…
And as we all know ( pretty much fact) the people who spend time criticising the quality of other people’s work are NEVER the one producing the work that’s demonstrably better.
In bbh uk this would be a first thought and the creatives would be shitting themselves showing it to hegarty…but hey, this is singapore.