Shaken & Stirred - Influential Brand Profiling and Positioning

Lynx : Axe / Remember the fireman – now we have a lifeguard-themed rehash

Axe makes it first-ever appearance in the Super Bowl with a lifeguard-themed rehash of its previous “Fireman” spot, via BBH London.

Following the same tack as the previous commercial, this film,Watch the video directed by Tim Godsall at Biscuit, features a hunky lifeguard that saves a damsel’s life — only to find that she doesn’t really care, because there are cooler professions out there.

A full-length, one-minute version of the spot can be found here.

The spot promotes Axe’s “Apollo” variant, created to promote a campaign that will send regular guys into space via the Axe Apollo Space Academy. Deadline to enter the contest is midnight, Super Bowl Sunday.



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