The global brand purpose of AXE isn't women as sexual objects. In Latin America, where sexism is still a problem, the new concept lives in a different way. In this campaign, women are the ones who endorse men’s behavior.
It's a common believe that "not so hot" guys, don't stand a chance with a “dream” girl. AXE women think differently: every guy has his own magic, that thing that makes him unique. They have their own “something”. That’s why we see “dream” girls with “regular” guys.
Mullen Lowe SSP3
Chief Creative Officer: Carlos Andrés Rodríguez
Creative Directors: Juan Pablo Maldonado/ Sazky
Chief Creative Officer: Carlos Andrés Rodríguez
Creative Directors: Juan Pablo Maldonado/ Sazky
Art Directors: Sazky / Juan Manuel Prieto / Victor Rodríguez / Mario Mendoza
Copywriter: Juan Pablo Maldonado / Paola Falero
Producer: Akira
Director: Juan Rueda
