Axe Keeps Your Paranoid Eye on the Girls

Axe Dry Sharp Focus, Unilever’s new underarm antiperspirant, is being promoted in a video originally developed in Argentina.

Paranoid Eye

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.


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.