When I first came to America in the sixties and worked on all kinds of really bad accounts like Old Spice and Mennen after shave, I used to think to myself, “All things will pass” America will grow more sophisticated. Well, today’s news that the international Clio Awards have named Axe deodorant from Unilever its 2006 Advertiser of the Year has proved me wrong… Yet again. The product, aimed primarily at teenage boys and young men, will be honored at the upcoming Clio Festival in Miami's South Beach, May 13-16. And in the words of Ami Brophy, executive director of the Clio Awards, "Unilever's Axe is a brand that exhibited courage in developing edgy, breakthrough creative work worldwide. They have true insight into their audience and have implemented a highly creative, media-agnostic advertising approach to successfully build the Axe brand into a market icon." Well Ami, all I can say is… I would rather drive a garbage truck than create grossly offensive crap like that. And to make this body of work “Advertiser of the year” only reinforces most peoples perception that we are an industry of whores!!! By the way, Bartle Bogle Hegarty, New York, the agency responsible should be ashamed of themselves. 
I've always been a believer in the use of sublety in advertising. Until it comes to Lad Gear!!! Then it's all the T&A you can get away with!
.jpg)
I think most of their work is on target, not offensive and funny, and I'm a girl so I guess it's subjective.
Posted by: Lerinn | April 27, 2006 7:23 PM | Permalink to Comment