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Unilever brings Axe Effect to women

Unilever has launched a global campaign, ‘Unleash the Chaos’, to mark the launch of its new Axe Anarchy fragrance, the Axe brand’s first fragrance available in versions for men and women.

‘Unleash the Chaos’, which was created by BBH London, dramatises the attractions unleashed when both males and females are wearing Axe.

The campaign, which broke in the US on 29 January and premieres in the UK today, spans TV, out-of-home, digital banners and two Facebook applications.

The TV spot, ‘The Chain’, sees both sexes causing chaos in a series of situations because the fragrance is causing them to be intensely attracted to each other. The creative was shot by award-winning director Tom Kuntz, who is best known for his work on Cadbury’s ‘Eyebrows’, Axe ‘Chocolate Man’ and Old Spice’s ‘The Man Your Man Can Smell Like’ campaign.

The TV ad will run alongside digital, social and OOH activity that captures girls and guys coming together in situations where chaos is about to break out.

Two Facebook apps, ‘Anarchy Matchmaker’ and ‘Kissing Chaos’, are to launch in South America this week and roll out globally over the coming months. The apps aim to engage consumers through match-making activities, ‘kissing poses’ and short music videos, which are posted to a user’s profile. 

“When we set about exploring what the world would be like with an axe for him and an axe for her, we started by dialling up the romance,” says BBH creative director David Kolbusz. “More romance became romance at the expense of all else. Romance at the expense of all else became a descent into chaos. With a burning clown.”

Jenni Baker, London