Oct 17, 2003 01:15 PM
17912 Views
(Updated Oct 17, 2003 03:15 PM)
Brand: Axe
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Lets rewind to the commercial that started it all…
A man plays some haunting melody on his flute, which attracts billions and zillions of mice, and they jump into the sea to their deaths as if they can't help it. The pied piper looks at this mass hara-kiri. His work done, the pied piper walks towards the town hall to meet the town's mayor, who looks at him with a wicked gleam in his eyes and with a mocking laugh hands him a dollar instead of the brief case full of dollars that was promised. His cohorts and his shapely secretary also make fun of the man who had freed them of the mice. But our piper is not the one to give up easily. He reaches inside his jacket. The others in the room are alarmed and the bodyguard reaches for his gun. But instead of a weapon, the piper takes out a can of Axe body spray and sprays some of it on himself and some towards the secretary. The amusing looks soon fade as the fragrance has an unusual effect on the secretary. She loosens her hair and follows the piper out of the room. She’s not the only one; soon all the bold and the beautiful young women of the town join her. That's not all, there are some sexy aliens too who are attracted by the fragrance of Axe. The mayor's bodyguard puckers his lips, a gesture that says that his boss' fun days are over as the entire town becomes empty of young women. The piper can't believe his'windfall'.
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And it goes on…
The shot of a woman gives an oil massage to a relaxing gentleman at a massage parlor. Suddenly the woman gives a start and hops out of her seat nervously adjusting her skirt. The masseur enters. The glare he pins her with sends the cleaner woman scooting. Picking up her mop and bucket, she makes a hurried exit. The exasperated masseuse then gets to work on the gentleman who lies unaware of the effect he has on the women. Super:'The Axe effect.'
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And on…
The close-up shot of a man with his eyes ablaze. He dons his hood and walks on as he crosses a woman his hand brushes her shoulder lightly. The touch seems to ignite her and she moves out to pass it on. A man mending his car on a deserted road is the next prey. The magic catches on and spreads around rapidly. MVO:'The Voodoo is here.' Product window. MVO:'Buy Axe Voodoo and get a surprise gift. Get ready.'
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And on…
Two men in a sauna, one of them claims, 'Mine is bigger.' The other reaches out to check. MVO: Axe deo-spray. Now in 180 ml.
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And on…
Cupid walks in on two people miffed with each other. With a broad grin he draws fletching to ear and is about to shoot when the babe grabs the guy and is about to kiss him. Cupid's taken aback at the sudden change even though he hasn't struck. Supermodel of the year pulls the photographer down onto the table and Cupid is dismayed at having been thwarted again. Knocking an arrow and taking careful aim he is about to let loose when all of a sudden these two girls sit next to this guy and start cuddling. He throws his hands up in resignation and turns about, to find himself facing a huge hoarding of Axe. MVO and product shot:'The Axe Effect.' An unemployed Cupid sings a lone song.
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And on…
Three stunningly sensuous women talk about their men.'My guy is wicked', reveals the first. The second stunner, a no-nonsense, go-getter lets in on her secret, 'My man is intense.''My man's rough.' the third seductively croons about her'wild' man.'A tiger, teddy bear, party animal.' is how they describe their'crazy', 'passionate' men. But the men turn out to be one man enjoying the attention of the three gorgeous women. MVO:'For the men with many dimensions. The Axe dimension dome party, buy Axe and get to the dome.'
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So what we are left with, is some amazing commercials that are interesting and crazy, getting the attention of the segment the brand is looking at and altogether very effective. We need more ads like this that hold the notice of people.
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P.S. I could not find a category where I can write about interesting commercials…so look out for more!
