Axe (known as Lynx) calls on teenage boys to move beyond their childhood and ‘get a girlfriend’ in this stereotypical print advertising campaign. Fourteen year old boys (not yet men) are shown as a scout with a perfect attendance record, a boy with a video game high score, a boy measuring a frog’s jump, and a boy with a life-size Lego Pharoah. In a simple diagram it’s suggested that taking a can of Axe and spraying under the arms leads to being accepted in the company of girls.
Credits
The ‘Get A Girlfriend’ campaign was developed at Lowebull, Johannesburg, by creative director Gareth Lessing, art director Adam Livesey, copywriter Matthew Brink and photographer Clive Stewart.
