Axe Dry Sharp Focus, Unilever’s new underarm antiperspirant, is being promoted in a video originally developed in Argentina. The global launch is being associated with the oddball “Paranoid Eye” with the concept, “when you check your perspiration, you lose the girl”.
Click on the image below to play the video.
Paranoid Eye Credits
The Paranoid Eye ad was developed at Vegaolmosponce, Buenos Aires, by executive creative director Hernán Ponce, art director Bruno Tortolano, copywriter Joaquin Cubria, head of broadcast Roberto Carsillo and agency producer Jose Silva.
Filming was shot by Swedish film collective Traktor via Pioneer Productions, Argentina, with director of photography Joost Van Gelder, executive producer Pia Suarez.
Editing was done by Eliane Katz at Cinecolor. Sound was designed at La Casa Post. Music was produced at Finger Music.
Haha… I enjoy watching the Axe commercials. I just finished reading this book, The Fall of Advertising (ebooks version), which argues that more companies are shifting to PR-based publicity rather than overt advertising. What do you think about that?
HAHAHA fantastic!!! Not really a fan of Axe, but this seems a bit smarter than others…really feel identified by the “checking” thing
HAHAHA FANTASTIC! ITI´S VERY GOOD!