Unilever is promoting Axe body spray for men with a series of television commercials exploring the impact of scent on interpretation of body language. Three TV ads, “Desire”, “Oedipus” and “Self Esteem”, developed in Argentina, combine Freudian psychology with wishful male thinking.
Desire
Looking to the heavens and twitchy fingers near the crotch can mean many things…
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Oedipus (Edipo)
By the pool, folding your arms and rubbing your eyes either make you a mother’s boy cry baby or…
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Self Esteem
On the dance floor hunching over and shaking your hands to the Latin rhythm can say a lot…
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Credits
The Axe Body Language series was developed at VegaOlmosPonce, Buenos Aires, by creative directors Hernan Ibarra, Walter Aregger and Hernan Ponce, copywriters/art directors Rafael Santamarina and Juan Manuel Montero, and agency producer Selva Dinelli.
Filming was shot by Luciano Podcaminsky via Rebolucion, Buenos Aires, with director of photography Victor Gonzalez, executive producer Patricio Alvarez Casado, production manager Axel Linari, assistant director Andres Shakespiare, art director Daniela Podcaminsky and editor Eliane Katz.
Post production was done at Metrovision. Sound was designed at No Problem. Music was the responsibility of Animal Music.
