OMG! Axe Leaves Boobs Behind, Focuses on Product Benefit
Just when you think every last idea for selling deodorant has been done, Axe comes up with yet another. In a nod to earlier work centered on a guy who sweats like a fire hydrant, Axe has launched Canadairman, a dude who, because he sweats so much, is used as a means to extinguish a raging fire enveloping a residential area.
On the site, the campaign is extended to widgets, mobile, wallpaper and, of course, a Facebook page.