axe it
Watch these 2 ads pitching deodorants for men.
Axe is marketed as Lynx in Europe, so did Unilever rename Axe as Zatak in India? Apparently not. Turns out Zatak ads are simply “inspired” by the Axe creative. I’ve always found the Axe idea vaguely off-putting and imagine anyone who “buys” the spoofy campaign to to reek slightly of desperation if not BO. Even so, I’m not surprised that it won several awards for its creative and planners. I mean the concept is occassionally funny albeit in a boy’s club kinda way, and the Clicker idea was actually pretty catchy. But back to Zatak. I’ve got to say it stinks, if from nothing else, then from its utter lack of originality.
