This campaign was to launch the Axe Detailer Shower Tool, a first of its kind shower implement for men. All of the campaign communications highlighted the functional benefits of the shower tool: A rough red side for your tough parts and a soft black side for your soft parts. The campaign borrowed elements from car culture to capitalize on the product’s name (Detailer) and it’s tire rim design. The cinema spot re-imagines a car wash as a “guy wash” complete with sexy automatons and some classic car wash functions, given an Axe twist.