The message was simple: Axe Brand Universal Oil offers fast relief from dizziness. Axe Brand’s own fleet of delivery vans was adopted as the medium, incorporating the hubcaps on the vans’ tyres. To visually communicate the sensation of dizziness, picture of a tortured man was placed onto the hubcaps, which spun when the van was in motion. Working in tandem with the text on the body of the van itself, the message was thus complete

The 12 delivery vans covered a large geographical area for a wide reach. Since the client owned the vans, media cost was virtually zero. One week after the launch, total reported sales increased by 35%, and a poll of the general population showed that 93% of respondents saw the ad.