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 in YouTube

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.

Download the Inspiration Room iPhone app free at the iTunes App Store.
This entry was posted in Axe, TV Ads Cinema and Online Videos and tagged , , , , , , . Bookmark the permalink.
Location Argentina Argentina

3 Responses to Axe Keeps Your Paranoid Eye on the Girls

  1. VeraB says:

    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?

  2. flatx says:

    HAHAHA fantastic!!! Not really a fan of Axe, but this seems a bit smarter than others…really feel identified by the “checking” thing

  3. Joao Gomes says:

    HAHAHA FANTASTIC! ITI´S VERY GOOD!

Leave a Reply