Unilever is marketing Axe and Lynx Full Control antiperspirant products for young men appealing to their fear of being seen to sweat in sexually charged contexts. “Premature perspiration” is a disorder that affects millions of guys. The thigh touch, the lolly lick — anything can cause Premature Perspiration! The global television advertising campaign lets everyone know that the problem that ha TV campaign to let everyone know that the problem that embarrassed them, now has a solution. The initial campaign of four television comercials, Premature Perspiration, Distance, Bowling and Mother, developed and produced in Argentina, won a Gold Lion at Cannes International Festival of Creativity, 2011.
Premature Perspiration (PP) is a vicious, sweaty cycle. Unlike physically-induced sweat, it’s triggered by emotion. Physical activity causes your body to heat up and sweating regulates your temperature. Stress and emotional responses can also cause adrenaline releases which in turn trigger an increase in sweating.
Click on the image below to play the Premature Perspiration video in YouTube (HD)
Click on the image below to play the Bowling video in YouTube (HD)
Click on the image below to play the Mother video in YouTube (HD)
Click on the image below to play the Distance video in YouTube (HD)
The Premature Perspiration campaign was developed at Ponce Buenos Aires by executive creative directors Analia Rios, Ricardo Armentano and Joaquin Cubria, chief creative officer/creative director Hernan Ponce, creative director/art director Juan Manuel Montero, creative director/copywriter Rafael Santamarina, agency producers Roberto Carsillo, Brenda Morrison Fell and Javier Hernandez, planner Marina Pen, account supervisors Luciano Landajo, Francisco Odriozola and Nestor Ferreyro, client services director Vanina Rudaeff, working with Unilever marketing team VP Pablo Gazzera, Axe Latin America/global director Tomas Marcenaro, global brand development director Jeronimo Cadenas and brand development manager Agustin Mestre.