selling sex in bits and pieces

we all know using sex to sell something in advertising has been done to death (haha no pun intended). but, i think axe is an exception. here's a funny little documentary i found.

i think it would have been better if they didn't overdue the product placement so much (even tho it's done purposely). credit to bbh new york on this one.
they have a lot of random little tidbits here and there. i don't think i've ever seen a huge, consistent multi-media campaign for them. but on the other hand, guys have pretty short attention spans in my experience. still, it's creative and entertaining. here are some excerpts from their handbook:



and finally the ad that prompted my whole axe investigation. i saw this on college humor about 100 times yesterday. BBH NY must be full of guys...