Axe, Rexona, Impulse: The VegaOlmosPonce Effect

Axe Deodorant – MOON
An astronaut who has just landed on the moon is pursued by a beautiful woman. The power of Axe.
Creative Director: Fernando Vega Olmos
Copywriter: Hernan Gonzales
Art Director: Hernan Damilano
Production Company: Cinetauro Producciones Cinematograficas, Argentina
Director: Jojo & Bosco
Year: 2000

Axe Deodorant – JUSTICE OF THE PEACE
After her wedding, a bride finds herself under attack from her girlfriends who pelt her with rice. The power of Axe.
Creative Director: Fernando Vega Olmos
Copywriter: Hernan Gonzales
Art Director: Hernan Damilano
Production Company: Cinetauro Producciones Cinematograficas, Argentina
Director: Jojo & Bosco
Year: 200o
Silver Lion

Axe Deodorant – METAMORPHOSIS
Axe Boy gets bitten by a mosquito, then the new Axe fragrance gets passed from one character to another.
Creative Director: Hernan Ponce/Gustavo Taretto/Gabriel Vasquez
Copywriter: Pablo Minces
Art Director: Norberto Vatrano
Production Company: The Gang Films, Argentina
Director: Laurence Dunmore
Music: Love is in the air
Year: 2002
Golden Lion

Axe Body Spray – COAT STAND
A young guy sprays lots of Axe to his coat stand. A girl is reading a magazine, paying no attention to him. The girl starts dancing sensually, in an erotic way around the coatstand. The guy is lying on bed, enjoying the show. Then he sprays Axe over his chest.
Creative Director: Hernan Ponce/Hernan Jauregui/Pablo Batlle
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: La Doble A, Argentina
Director: Armando Bo
Year: 2003
Silver Lion

Rexona Deodorant for men – ROUND/CHEERLEADERS/ODALISQUE
A very tightly dressed man wearing girl’s sexy clothes comes in a box-ring showing the board with the number of the round up in the air. Then, the umpire, the boxwer’s assistant and even the boxer, begin to smell the terrible stench this guy emanates when he passes them by.
In a Basketball stadium five very masculine guys are dressed like cheerleaders. The choreography is perfect and their movements are synchronised. The spectators seem to enjoy the show when suddenly they begin to smell an awful perspiration odour emanating from the cheerleaders.
When Arabic music begins to play at an Arabic-style restaurant, men are expecting to see a belly dancer. The belly dancer appears but it’s a guy. The chubby guy moves seductively. People seem to enjoy it when suddenly they begin to smell an awful perspiration odour emanating.
Creative Director: Hernan Ponce/Pablo Batlle/Hernan Jauregui
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Ladoblea, Buenos Aires
Director: Armando Bo
Year: 2004

New Rexona Sensitive – REFEREE
Supporters are really furious with the referee as he doesn’t caution the players for their infractions in a soccer game with the red card. He makes signs to them to continue with the game without raising the arms because his armpits are irritated.
Creative Director: Hernan Ponce/Hernan Jauregui/Pablo Batlle
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: La Doble A, Argentina
Director: Armando Bo
Year: 2004

Rexona for men – SHIRTS
A man sweats very often during the day. To avoid being seen like this he decides to steal shirts and t-shirts of other men who do not sweat. He cannot stop stealing because he cannot stop sweating. Finally, tired of this, he decides to start using the Dry deodorant Rexona.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2005
Bronze Lion

Axe Body Spray – NO
The objective is to communicate that Axe’s effect and fragrance lasts 24 hs. A guy meets a girl on the street and asks her to have a coffee with him. She always turns down his proposals but he’ll continue asking her out to other places until he acomplishes the ultimate challenge.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: La Banda Films, Beverly Hills
Director: Josè Pratt
Year: 2005
Bronze Lion

Axe Body Spray – JEREMIAH
In this saga Jeremiah, a regular Brazilian guy who used squeeze for years, was wasting an amount of girls per application. The “City Of Girls Wasted By Jeremiah” is shown, a place inhabited only by gorgeous women and now Jeremiah using Axe Compact is determined to get them back.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno/Hernan Jauregui
Copywriter: Analia Rios/Angel Castiglia
Art Director: Ricardo Armentano/Hernan Ibarra/Sebastian Visco
Production Company: Ladoblea, Buenos Aires
Director: Armando Bo
Year: 2005
Bronze Lion

Axe Unlimited Body Spray – AXE ACADEMY CAMPAIGN
A boy is introduced to a series of courses in advanced seduction techniques for pulling a girl



Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno/Hernan Jauregui
Copywriter: Martha Kern
Art Director: Tamara Litovski
Production Company: La Banda Films
Director: Josè Pratt
Year: 2005
Shortlist

Axe Deodorant – SHOWER
Anchored in the seduction territory in which Axe is a leading brand around the world,the TVC shows the life of a guy who perspires excessively; so excessively, in fact, that he can’t seduce the girl he likes. The commercial presents an innovative aesthetic aspect for the brand given by the non-traditional camera use and by the settings in which it takes place. The kind of humor it uses and the way the story is told are also fresh approaches for the brand, which aims at consolidating the product in the minds of consumers.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Hernan Ponce
Art Director: Facundo Romero/Diego Sanchez
Production Company: CZAR.BE, Brussels
Director: Lionel Goldstein
Year: 2006
Silver Lion

Rexona Teen – GHOST TRAIN
Four teenagers are at an amusement park. They are in a car of a really strange Ghost Train that takes them on a sinister ride. It’s sinister for them as they are going through different situations where girls of that age always have a bad moment. A Dad who picks them up at the disco, a teacher who makes them come up to the blackboard or a little brother who reads their emails. All is really horrific for these girls who keep on screaming terrified during the commercial, until they come out from the ride and the nightmare ends.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Gorgeous, London
Director: Peter Thwaites
Year: 2006

New Rexona Sport Fan – PLOT
The commercial tells the story of some football fans who hide Rexona deodorants from Ronaldinho so he is not able to use it and as a consecuence, he sweats. They steal the deodorant from his hotel bathroom. Ronaldinho notices this and starts a search on the streets of the city that finally ends in the Rexona´s Factory. A great surprise is waiting for him. Instead of deodorants, he finds rabbits. Coming to the end three more football players appear looking for a Rexona: Riquelme, Puyol and Borguetti.
The concept of the commercial is: Players have to sweat. Fans don’t.
Executive Creative Director: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: The Gang Films, France
Director: Laurence Dunmore
Year: 2006

New Rexona Men Maximum – REFLECTION
A man applies Rexona to go to work. His reflection behind the mirror is doing the same. There’s a dark world hidden into the mirror where all the human reflections live. All the reflections are running to reach the next mirrors. In the real world, the man drives to work unaware of it. Before a meeting, he goes to the restroom and his reflection gets there 2 seconds before. They both check their dry armpits in the mirror. The protagonist leaves the restroom and his reflection moves into the dark corridor to rest, but he has to start running again!
Executive Creative Director: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Matias Corbelle
Art Director: Diego Sanchez
Production Company: The Gang Films/Wasabi, France
Director: Eric Hillebrand
Year: 2006

Axe 3 Fragrance – CRASHERS + CASE HISTORY


Describe the campaign
Axe needed a real product and communication innovation that would take its consumption rates to the next level.
To achieve this, we created the NEW AXE 3: two Axe that could be mixed to get a third fragrance.
To communicate the concept of “mixable fragrances” we came up with a simple, straightforward & 100% Axe media neutral idea: mixable Axe fragrances would give guys mixable women.
The campaign was based on this simple concept, showing guys in every form of media available that it is good to mix, and even better to mix different kinds of gorgeous women.
That’s how the craze of mixing women started.
Describe how the campaign was launched and executed across each channel in the order of implementation.
The first wave of communication established the concept on a large scale through the TV ad. We also used specific billboards that suggested ways for guys to mix girls from real parts of the city near the ad, and gave away leaflets where guys could combine different parts of women.
The second wave of communication was centered on an interactive billboard where guys could vote for their favorite combination using their cellphones or the Axe site.
These women combinations became real and visited radio shows and hot spots in the city to encourage guys to vote for them.
The winning combination was displayed on the billboard.
Give some idea of how successful this campaign was with both client and consumer.
“Crashes” TVC achieved above-average scores in Recognition, Enjoyment and Branding.
The campaign clearly generated new awareness for the brand & achieved huge engagement levels.
“Crashes” has proven to drive consumption to higher levels:
• In Latam, we got a 35% increase in consumption per application rate.
• The consumption in grams increased 50% by using both sprays at the same time and pack-life was reduced 10 days.
• This incremental consumption drove growth: 2% incremental share in Argentina and 10% incremental turnover.
To sum up, we are glad to say that this campaign exceeded our communication and business goals.

Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Angel Castiglia/Matias Corbelle
Art Director: Facundo Romero/Diego Sanchez
Production Company: Blink, London
Director: Lynn Fox
Year: 2007
Grand Prix Integrated/Bronze Lion

Impulse for men – HARD TIME FOR ROMANTICISM



The campaign shows typical situations of love films between couples where men are about to do a romantic and important declaration of love and finally it results to be a disappointing declaration for women.
Chief Creative Officer: Hernan Ponce
Creative Director: Rafael D’Alvia/Sebastian Stagno
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolition, Buenos Aires
Director: Armando Bo/Lemon
Year: 2007
Silver Lion for the campaign

Axe Deodorant – FISHES
The TVC objective is to communicate the antiperspirant benefit of dryness but within the Axe territory of seduction.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Partizan, Los Angeles
Director: Traktor
Year: 2007
Shortlist

Axe Dark Temptation – CHOCOLATE MAN
The commercial starts with a guy in his bathroom spraying the new Axe Dark Temptation. When we see the guy again, we realise that now he has turned into a chocolate man. He goes out and starts meeting gorgeous girls in different situations and they go mad about him!
Chief Creative Officer: Hernan Ponce
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: MJZ, Los Angeles
Director: Tom Kuntz
Music: A sweet touch of love (Allen Toussaint)
Year: 2008
Golden Lion

Axe Deodorant – QUAKE
The commercial starts in a solarium. It is still daytime and we see a lot of people treating themselves to a drink. The place is quite large and has a huge pool. There is a guy standing next to the stairs. When a girl approaches him, we start hearing his heart beat. Then he places his hand on the wall and little by little the whole place starts falling apart. But he stays dry and calm to get the girl thanks to the new Axe Pulse.
Chief Creative Officer: Hernan Ponce
Copywriter: Mario Crudele
Art Director: Martin Ponce
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2008
Bronze Lion

Axe Shower Gel – CHURCH

We see a guy of about 18 at his home, taking a shower with a pink soap. He then goes out and we see him driving a truck with a church attached to it around the city trying to marry all the girls he meets but all of them run away from him. He returns home disappointed and, while he is taking a shower, he realises that the women’s soap he is using made him think like a woman.
Creative Director: Hernan Ponce/Rafael D’Alvia/Sebastian Stagno
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Rebolution, Buenos Aires
Director: Luciano Podcaminsky
Year: 2008
Shortlist
Impulse Deodorant – BETWEEN A ROCK AND A HARD PLACE
The commercial tells the story of a young man who has to choose between the love of a girl and his bachelor’s life with friends. He takes the girl to her home and when he opens the car’s door, a squad of friends appears and sets up an operation to stop him. He has to make a crucial decision: open that door or go back to his friends.
Finally, he opens it. His friends go away, disappointed by his decision. While the couple kisses passionately, it can be read: True love still exists.
Executive Creative Director: Hernan Ponce
Creative Director: Walter Aregger
Creative Director: Hernan Ibarra
Production Company: Gorgeous Enterprise, London
Director: Peter Thwaites
Year: 2008
Shortlist

New Rexona Skin Care – PAPER DOLL CAMPAIGN
A paper doll comes to life and starts choosing what to wear. She tries some dresses on that she doesn’t like so she throws them away. Her underarm skin starts getting damaged, and her armpits rip while she struggles with the paper clothing. She finally chooses one dress and she realised how deteriorated her underarm skin is. Then she finds the solution in a magazine where we can read: “You know your underarm skin can get damaged. We know how to take care of it. New Rexona Skin Care, the line that helps your skin to keep itself healthy”.
The paper doll is running on a record player. First she has a smile on her face and moves her arms with great enthusiasm, but then she starts getting tired, sweating and her underarm skin starts getting red. She tries to stop the record player but she can’t reach the handle and she finally slips and falls.
We see the paper doll sitting on a hair brush, wrapped with a towel. She observes her underarm skin at the mirror and she notice that they are very red. The doll stands up with her arms on her waist and she kicks the razor. The razor doesn’t move but the dolls foot really hurt. “You know that shaving can damage your underarm skin. We know how to take care of it. New Rexona Skin Care, the line that helps your skin to keep itself healthy”
The paper doll is reading a book and protecting herself from the lamp with a paper parasol. She closes the parasol and puts on her glasses. She continues her reading but she feels the heat coming from this lamp and tries to fan some air with her hand. Her cheeks start getting red and so does her underarm skin. Finally the paper doll turns off the light.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/ Ricardo Armentano
Copywriter: Josè Pereira
Art Director: Pedro Losada
Production Company: Gorgeous Enterprises, London
Director:Peter Thwaites
Year: 2008

Axe Day & Night – SQUARES
The commercial shows us a day in the life of a man that uses Axe Day & Night. From the concept “one is suitable for general audiences, the other one is not”, we see situations of flirting during the day, while using Axe Day, but when we get to the night, the image starts to get pixilated.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2009
Bronze Lion

Axe Shower Gel – SO CUTE
The commercial shows the story of a guy that, after using a pink bar of soap, is confused by little animals for a fairy tale princess. We see animals trying to dress him up as a cute girl. And at the end, the solution to his problem: Axe Shower Gel, the liquid soap with fragrances created for men.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Joaquin Cubria
Art Director: Ignacio Ferioli
Production Company: Garlic Film, Madrid
Director: Marcelo Burgos
Year: 2009

Impulse Summer Splash – SEAWEEDS
We are on the deep sea. A young man is feeding some fishes that are swimming near him when a pretty girl goes behind him. He smells her and turns around to follow the smell and sees her leaving. He immediately starts running to a seaweeds store. He grabs a bouquet, gives money to the owner and runs after the girl. He reaches her and gives her the seaweeds. We hear a voice-over saying: If suddenly someone you don´t know gives you seaweeds, this is Impulse Summer Splash, the new water resistant fragrance. She takes the bouquet smiling, and while they are standing close together on the deep sea, the camera cut to the packshot.
Executive Creative Director: Hernan Ponce/Walter Aregger/ Hernan Ibarra
Copywriter: Analia Rios
Art Director: Ricardo Armentano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2009

Axe Deodorant – AXE BODY LANGUAGE CAMPAIGN
The commercial shows us a guy dancing in a clumsy way for two lovely girls sitting in front of him. The girls look at this and, analyzing his body language, run away. Once he sprayed Axe all over his body, he dances exactly as he did before, but this time the girls love the way he moves.
The commercial shows us a guy standing in front of two beautiful girls sunbathing next to a swimming pool. He is doing some weird movements. The girls think his body language means he is missing his mommy and instantly leave him alone. But when he shows up again using Axe all over his body, the girls can’t help seducing him.
The commercial shows us a man who is trying to seduce a girl talking and doing some strange movements as if he ws asking her to scratch him; the girl looks at him and runs away. Eveything is different when he sprays Axe all over his body and the girl jumps into his cowboy arms.
Chief Creative Officer: Hernan Ponce
Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Rafael Santamarina
Art Director: Juan Manuel Montero
Production Company: Rebolution, Buenos Aires
Director: Luciano Podcaminsky
Year: 2009

Axe Sharp Focus – PARANOID EYE
The commercial tells us the story of a guy that couldn’t help checking his sweaty armpit every time he met a girl, blowing every chance to seduce them. But with the new Axe Sharp Focus, he finds the solution and starts feeling more confident.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Hernan Ponce
Copywriter: Joaquin Cubria
Art Director: Bruno Tortolano
Production Company: Pioneer Productions
Director: Traktor
Year: 2009

New Axe Twist – ARMS
This is a story about a guy who tries to seduce a girl, and the special feature is that he is assisted by 2 production line robotic arms that change his look every time the girl starts to get bored keeping it interesting. All thanks to the fact that he uses Axe Twist, the fragrance that changes during the day.
Chief Creative Officer: Hernan Ponce
Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Ariel Serkin
Art Director: Hernan Cerdeiro
Production Company: Furlined, Santa Monica
Director: The Perlorian Brothers
Year: 2010
Bronze Lion

Axe Deodorant – DESTINY
Destiny is an inevitable force. It is written that what is meant to be will be. Thus, this piece shows us two soul mates on the day when their paths lead them to what would appear to be an inevitable encounter.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Prettybird, Los Angeles
Director: Paul Hunter
Year: 2010
Bronze Lion

New Axe Play 2010 – SOFAURUS
Three male friends are watching a televised football match sitting on a sofa. The particular aspect is that this sofa is actually the body of one of them, a sort of centaur with a human torso and a sofa body.
As soon as the match finishes, the friends leave and the sofa-man begins to get ready for a moment of seduction. He takes off his shirt, showers, cleans the pillows and sprays his body with deodorant. Finally, we see that he places himself in the bedroom and unfolds a bed which becomes his body. We see that the bed unfolds with two beautiful women on it which had been stored away inside him and they gaze seductively at the sofa- man. At this point we hear: “Because as soon as you stop thinking about football, you start thinking about women again. New Axe Play 2010.”
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2010

New Axe Dry Sensitive – WINGS OF GLORY
The commercial shows, with irony, the rivalry between two men over a woman.
When two very masculine pilots who are taking off from an aircraft carrier using only their arms spread out like wings to fly with, start to compete as they are watched by a sensual female instructor. But the speed and the acrobatics becomes too much for one of them, as a strong discomfort in one of his armpits compels him to scratch and he falls, inevitably, into the water. Demonstrating thus that armpit irritation reduces the power of seduction and the new Axe Dry Sensitive is the answer to this.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano/Gabriel Huici
Production Company: Pioneer Productions/Park Pictures, Buenos Aires
Director: Benzo Theodore
Year: 2010

Axe Musicstar – LIMO
It’s a classical hip hop video clip in which we see an eccentric rapper singing to the camera surrounded by beautiful women, an action that is interrupted when his groupies start to distance themselves until they surprisingly come upon a young man’s hands putting on Axe Musicstar.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Juan Pablo Lufrano
Art Director: Norberto Vatrano
Production Company: Rebolution, Buenos Aires
Director: Armando Bo
Year: 2010

Impulse New Romantic Fragrance – STARES
Stares, is a clear demonstration of how sometimes a unique attraction can be generated between a man and a woman. A very special connection, one which absolutely nobody, or anything can come between. It starts with a stare, and ends with them together. All of this, thanks to the fragrance of Impulse
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Pioneer Productions/Park Pictures, Buenos Aires
Director: Lance Acord
Year: 2010

Rexona for men – ZOMBIES
Months before the World Cup begins, football fans begin to suffer from the anxiety of wanting to hear that initial whistle. The story – a parody of typical zombie movies – depicts how football fans become zombies because of the World Cup but, instead of roaming around the streets to the shout of “brain”, they do so to the shout of “football”. The idea is to draw a parallel in the behavior of zombies and of men during World Cup season.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano
Copywriter: Joan Ure
Art Director: Christian Rosli
Production Company: Hungry Man, Los Angeles
Director: Brian Buckley
Year: 2010

Axe Ex-Friend Body Spray – ZIPPER/BLANCHET
At a building porch, a girl of 17 years old asks her friend to lift the zipper of her dress. The guy accepts without any problem. At the moment when he is helping her, a huge construction worker appears. They start fighting to raise and low the zipper. Finally the guy gets to lift it up. The construction worker can´t believe it. He looks at him like saying “you are lost, you don´t know what you´re doing” and he gives the guy the New Axe Ex-Friend. The guy applies it under his t-shirt. What you add as a friend, you take away as a man. Finally the girl lows down the zipper and looks at him like inviting him to her house. We see the pack over a table, and the construction worker appears behind. New Axe ExFriend. Fewer friends, more women.
We are on a beach and we see a group of boys and girls sitting around a fire, one of the girls falls asleep on one of the guy’s legs. While the guy covers her with a blanket, a huge fisherman appears. From now on we see how the guy and the fisherman start fighting removing and putting the blanket. Finally the guy gets to cover her. The fisherman completely disappointed with the guy´s attitude, hits him a little in his head and then gives him the New Axe ExFriend. The guy applies it under his t-shirt. What you add as a friend, you take away as a man. Finally we see the fisherman moving away. He makes a move with his arm making the blanket blows off the frame. The girl wakes up for a few seconds, and grabs stronger the guy´s leg. We see the Pack on a trunk, and the fisherman appears behind. New Axe ExFriend. Fewer friends, more women.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Ezequiuel Soules
Art Director: Martin Insua
Production Company: Epoch Film, USA
Director: Matt Aselton
Year: 2011
Shortlist

Impulse Glamour – INEVITABILITY
When a woman uses Impulse, everything is possible. Even the most casual encounter of the world, can turn into the beginning of an amazing story; something unique, magical and inevitable.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Juan Manuel Montero/Rafael Santamarina
Copywriter: Mario Crudele
Art Director: Facundo Romero
Production Company: MJZ Los Angeles
Director: Dante Ariola
Year: 2011

New Rexona Men Body Spray – RABBIT/SNAIL/SHEEP
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a rabbit solving an equation. Since this is not enough, the equation becomes even more complex. since this is not enough either, the rabbit has his eyes covered. OK. NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a snail that is moving from point “A” to point “B”. Since this is not enough, a motorhome/ trailer appears and is attached to the back of the snail. OK, NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
We see a guy around 25 years old who is about to apply the New Rexona Men Bodyspray under one of his arms. A male voice in off interrupts him and explains – first – how he should use it properly and, then, how long it lasts. The way he explains how long it lasts is by showing a farmer shearing a sheep. Since this is not enough, he changes the blade shear by a small pair of scissors. Since this is not enough, a bush moves and a much bigger sheep appears. OK, NOW you can see how much this new fragrance really lasts. New Rexona Men Bodyspray. At the end of the day you smell as good as in the beginning.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Ezequiuel Soules
Art Director: Martin Insua
Production Company: Nunchaku Cine, Buenos Aires
Director: Nicolas Kasakoff
Year: 2011

New Rexona Men Sensitive – SENTIVE ARMPITS
A tough lumberjack is chopping down a tree. As he rearranges his cap, we notice at the same time he does that his underarm begins to song a sweet song. The corny melody is really annoying him. At this point, we see different cliché images of rough and tough men all undergoing the same situation. Finally, one of them applies the New Rexona Men Sensitive and succeeds in shutting up the underarm voice. A male voice in off says: New Rexona Men Sensitive. Even the most insensitive guy can have sensitive underarms.
Chief Creative Officer: Hernan Ponce
Executive Creative Director: Walter Aregger/ Hernan Ibarra
Creative Director: Analia Rios/Ricardo Armentano/Joaquin Cubria
Copywriter: Joan Pablo Lufrano
Art Director: Norberto Vatrano/Gabriel Huici
Production Company: Hangry Man, New York
Director: Bryan Buckley
Year: 2011
Shortlist

Axe Full Controll – PREMATURE PERSPIRATION CAMPAIGN
Premature perspiration is a disorder that affects millions of guys. To help them overcome this difficult problem, we develop Axe Full Control. We created a TV campaign to let everyone know that the problem that embarrassed them, now has a solution.




Chief Creative Officer: Hernan Ponce
Executive Creative Director: Analia Rios, Ricardo Armentano, Joaquin Cubria
Creative Director: Juan Manuel Montero, Rafael Santamarina
Art Director: Juan Manuel Montero
Copywriter: Rafael Santamarina
Production Company: Primo
Director: Nico, Martin
Year: 2011
Gold Lion for the campaign

Axe Deodorant 2012 Limited Edition – Noah’s Ark

Executive Creative Director: Ricardo Armentano/Analia Rios/Joaquin Cubria/Hernan Ponce
Creative Director: Juan Pablo Lufrano
Art Director: Juan Pablo Curioni
Copywriter: Alejandro Blanc
Production Company: Park Pictures/Pioneer Productions
Director: 300ml


One Comment on “Axe, Rexona, Impulse: The VegaOlmosPonce Effect”

  1. 15 years of Axe Effect: the world’s most sexist advertising campaign « This is not ADVERTISING says:

    […] Axe, Rexona, Impulse: The VegaOlmosPonce Effect […]


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