Lowe

Lowe, Buenos Aires

Though Axe commercials are typically humorous, they get kind of old; we get it, women will throw themselves at you if you wear Axe. We all know this won't actually happen for most users, but believe it or not, someone actually sued Axe because he failed to land a girlfriend after faithfully using Axe products for seven years. Oh, the funny things you come across on the internet.

Anyway, this commercial for Axe isn't easily sidestepped like the product's other spots because it translates the idea of "Axe = chick magnet" in a more meaningful, way; the woman in this spot had control over the situation, she wasn't just mindlessly hurling her body at some guy. Another thing about this spot is that though it shared some characteristics with other Latin American ads, or foreign ads in general that I've seen, this one seemed as if the story line was tame enough to be run in America (in contrast to the Sprite campaign from Ogilvy Argentina). In short, it was interesting to see an Axe spot that didn't follow the typical "Axe formula," and it's a shame this spot wasn't shown in the U.S.