Axe has street musicians singing its praises
Axe sought out 20 street musicians and bands by way of MySpace and Craigslist and offered them $1,000 each to put out "Axe Instinct" signs and deodorant samples and sing "Look Good in Leather" a couple of times a day. The New York Times has the scoop on a Penn Station musician named Luke Ryan, above, who's part of the program. It's kind of a bittersweet tale, as Ryan, who seems like a good guy, used to swear he'd never sell out like this. But from Axe's point of view, if you've got your ad in Penn Station from September through December for only a thousand bucks—and it sings!—I say you've made an excellent media buy (not to mention that sweet Times article you got out of it). I've never associated deodorant with street musicians before, but I'm definitely an advocate. More important, I'm an advocate of any Axe marketing that doesn't depict women as pairs of breasts hypnotically jiggling in slow motion, cannibalistic chocoholics or out-of-control succubae capable of riding that mustache right off your face. —Posted by Rebecca Cullers Previously on AdFreak: |
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November 3, 2009 in Axe, Cullers, Personal care | Permalink |
Comments
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"used to swear he'd never sell out like this."
Hmm, if I recall correctly Ryan was one of the musicians playing Oasis songs in the transit system last year for another BBH client...
http://www.youtube.com/watch?v=O_wvLPhGQ-4
Posted by: Nick | Nov 3, 2009 10:13:46 AM
Axe used to be a great brand, but over the last few years the creative work has sucked. The big interactive idea for Oasis was placing it on MySpace! That was one of the funniest inside industry jokes of the year.
This is just another example of how poorly managed this brand is, as they have just reduced the appeal of Axe by 10,000.
Nice one.
Posted by: Sucks | Nov 3, 2009 10:26:39 AM
Didn't the same agency do the same thing for Oasis last year?
I don't get it.
Posted by: Huh | Nov 4, 2009 10:00:47 AM
@Huh.
Yes, they did. They launched an Oasis cd and now have used the same format for Axe. Same creative dip shits too.
My guess is these brilliant interactive guys will put the Axe work on Myspace and say they have done something unique again.
BBH NY. So over.
Posted by: BBH NY IS A JOKE | Nov 4, 2009 10:37:28 AM
