Axe is a brand of men’s personal care products known to be a tad sexist in its ads, causing controversy in the war of gender. Axe is currently trying to shed its image as the preffered scent of teenage boys by moving away from its usual messages in favor of a more tasteful and mature approach. The Unilver brand started this transition with a Super Bowl Cup ad titled ”Make Love Not War” with which it also launched a new line called Axe Peace. In an attempt to follow on this path, Axe created Soulmates.
The story of the ad is simple yet delightful in its own way. The 90 second spot tells the story of a young man chasing the love of his life throughout history. Their ill-fated romance starts in prehistory, when an attractive caveman sees a beautiful woman and promptly falls in love. However, a rogue iceberg torns him apart from her. The story repeats itself endlessly through different time periods including the erruption of Pompeii , a bar brawl set in the wild West, the sinking of the Titanic or a protest against the Vietnam war, promoting love and peace. The final installment of the ageless love story is set in a nowadays gas station, where the man uses Axe and the girl that he’s been chasing through the centuries magically appears. As the couple sets off into the sunset, the gas station explodes while a clever copy appears on the screen : Don’t rely on fate.
“While Axe continues to help men succeed in the game of attraction, the new campaign adopts a more progressive take on the story by reflecting a more thoughtful and romantic view of the relationships between a guy and a girl”- the company says.
What do you think of this new route Axe is trying?
Photo from theinspirationroom.com