AXE | BOWLING | 2011
Why Bowling? / AXE "BOWLING"
In 2011, an ad arrived from Argentina for AXE. The title: "BOWLING." That simplicity is what drew me in.
The problem
"BOWLING" is one piece of the "Premature Perspiration" campaign, made for AXE Full Control (a men's antiperspirant). This trade-facing campaign launched in Argentina in June 2011, created by agency Ponce for the brand AXE. At the time, the men's deodorant market was split between body sprays and antiperspirants, and while AXE led in body sprays, it was struggling in antiperspirants. This was a move meant to break open that weak spot.
The insight
A new take on the AXE Effect. The idea that while men are wasting their time, they're losing sight of what they really should be doing.
The idea
Men enjoying a game of bowling. What the scene shows is the absurdity of taking such a long way around something that AXE could solve directly.
What happened
It won a Gold Lion at Cannes Lions in 2011.
Afterthought
The details are thin, but there's something pulling about the simplicity of this title. Just the word "bowling" feels like it's carrying something on its own. I'd love for you to watch the video and feel it for yourself.
Awards
- Cannes Lions Gold 2011
