Axe Day & Night: SMS
I love Axe ads, not primarily because they are sexy but because I think they keep re-inventing the whole ’sex sells’ concept. They consistently use this old concept to push their product to the male market without getting too tacky. Today I came upon their latest campaign ‘Day & Night’.
In ‘Axe Day & Night: SMS’ the idea is that you text ‘AXE’ to the number provided after 9PM and you receive the censored area of the image. How creative is that? In doing so Axe can gauge how well this campaign is doing from the mere number of texts coming in.
It also allows their audience to interact with the ad and at the same time allow them to feel like they’re getting something free; at least I would. The fact that you have to text after 9PM is damn smart because there are high chances that their target audience will be with friends and as such will share the concept and pass on the Axe message.
Axed Day & Night: Polarized
In ‘Axe Day & Night: Polarized’ a poster that is modified using the light of the panel. During the night, a black vinyl lighten from behind reveals the zone which is not suitable for the day. Another creative idea driving the point that the night gets ‘hot’.
Since when do we need cologne for different parts of the day? My take is that we don’t but with these ads it’s effectively telling me that at nights I need to be a little more sexy for when I’m hitting the clubs (or out to party). Can you argue with that point? No, the average club goer wouldn’t but instead agree. There’s no way that this wouldn’t increase sales since it’s targeting the right audience quite effectively.
Yet again a brilliant and creative ad from Axe who always manage to impress me.
AD INFO:
Advertising Agency: Lowe Ginkgo, Montevideo, Uruguay
Creative Directors: Fernando De Clemente, Sebastián Mir.
Art Director: Agustín Acosta
Copywriter: Alvaro Palombo
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