Axe Shower Gel So Cute

Unilever assures young men that using Shower Gel is the right thing to do with “So Cute”, a television commercial designed for South American market. A young man using pink soap in the shower discovers himself in a Disney-type makeover worthy of Beauty and The Beast. The spot won a Silver CLIO award in May 2009.

Squirrel applies lipstick in Axe Shower Gel TV commercial

As the young man steps out of the shower he’s stunned to find cute animals getting him ready for the day, with a towel for modesty, a crown, lipstick, flowers, and pink womens’ underwear. “If you use a woman’s soap, you’ll smell like one.” The ad finishes with a fantasy scene in which the young man is lathered by young women.

Click on the image below to play the video.


“So Cute” was developed at VegaOlmosPonce, Buenos Aires, by creative directors Hernan Ibarra, Walter Aregger and Hernan Ponce, art directors Ignacio Ferioli & Luis Ramirez, copywriter Joaquin Cubria, production manager Roberto Carsillo and agency producer Selva Dinelli.

Filming was shot by director Marcelo Burgos via Garlic Films, Madrid, with director of photography Pancho Alcaine, assistant director Fernando Trullols and executive producer Alvaro Gorospe.

Editor was Pablo Plant. Post production was done at MIOP√ćA.

Sound was produced at Swing Musica. Music is an adaptation of The Garland Waltz from Tchaikovsky’s 1889 ballet, Sleeping Beauty.

Filed under: Axe, Commercials

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