This campaign is a continuation of the successful Axe “Get a Girlfriend” Campaign. Continuing in the same vein as the previous campaign, it shows guys who are wasting time with silly activities when they should rather be getting a girlfriend with the help of Axe deodorant. The campaign is based on true male insights and executed in a manner where the ads appear as though they have been made by the protagonists themselves. The television ads look like movies that are placed on Youtube, the print looks like snapshots and the radio is recorded to sound as real as possible.

The campaign was launched with the “Goldfish”, “Bokdrol Spoeg” (buck dropping spitting) and “Magician” television commercials. The TV commercials also worked perfectly as viral video. This was also supported by the magazine campaign, which was placed in lad magazines, like FHM and Zoo. These magazine ads ran concurrently with the radio campaign. The message was also supported by the newspaper sticker campaign, which made use “Get a Girlfriend” stickers which were placed on mock articles in local community papers about young losers’ achievements. There was no way that our target market could miss the “Get a Girlfriend” message.