A global campaign developed to relaunch the AXE Black Shower Range. The platform idea is 'The cleaner you are, the dirtier you get', which will roll out across years 2 and 3 of the campaign. The insight gives our AXE guys the opportunity to get clean with our product, and allow them to get dirty of their own means.

60” TVC:- A dirty surfer dude is waking up a beach to take a shower and picks up a bottle of Axe shower gel.

- As he starts using Axe shower gel, gorgeous girls start mirroring his action.- Until all the girls on the beach are watching him. All it takes now is a little wave. He can't believe his luck. Double Page Spreads: - Guy in a shower pours AXE shower gel onto his naked chest. A girl mimics his pose and spraying whipped cream onto her naked chest- Guy in a shower uses a body brush to lather up. A girl mimics his pose and using a whip to slap across her back- Guy in a shower lathers up with AXE shower gel in a hands on hip pose. A girl mimics his pose and lacing up a corset at the waist. Online banner.

The campaign is only just starting to roll out globally, so there are no results as yet, but all signs are pointing to a very successful, high on ROI campaign.