Ivan Zacharias of Smuggler directed three spots in this launch campaign for the Axe White Label product line of stick and dry spray deodorant and hairstyle cream. Conceived by BBH NY, the package includes “Pool” in which an elegantly dressed and well-groomed man piques the imagination of a sophisticated woman at an upscale resort.
His dashing good looks and air of confidence have her envisioning him as a spy who’s dealing daily with foreign intrigue. We see her depiction of him as he subdues would-be assailants, throwing a couple of them into the pool. Finally he arrives at her poolside chair. Her eager anticipation is tempered by his handing her a menu. He turns out to be a waiter.
A tagline appears which reads, “How you feel says it all,” as we see the waiter earlier in the day getting ready for work by applying Axe dry spray antiperspirant.
All three spots in the campaign feature a confident, well-groomed man. His use of Axe White Label products gives his demeanor a visceral confidence, inspiring onlookers in the world around him to project images of the exciting career and lifestyle he must lead. Each spot ends with a reveal that he, in fact, is just a resort employee.
Ari Weiss, executive creative director, BBH NY, observed, “If you’ve ever been out to a restaurant in Los Angeles, you’ve seen this moment a million times: someone with confidence walks in the front door and everyone turns and wonders who they are. We figured we’d recreate this phenomenon in more eclectic environments and spend some time enjoying the different archetypes our hotel guests incorrectly imagine our heroes embody.
The work targets a new, more mature male audience than previous Axe campaigns, which is reflected in the ritzy setting and a cast of older, wealthier, more sophisticated women. The three spots–”Pool,” “Hotel” and “Knife”–are currently online; on December 29, the “Hotel” and “Pool” spots will hit TV, and all films, including “Knife,” will be live on the White Label website on January 2.
