Axe "Ketchup"

Description / Synopsis
July 2 2008 Singapore, BBH Asia Pacific has successfully created a campaign for Indonesia for the launch of the New and Improved Axe body spray, staying true to the brand's global positioning of "Axe gives guys the edge in the mating game". The 'Call Me' campaign, comprising of four television commercials and two print advertisements, is built on the insight that in Indonesia mobile phones play a fundamental role in courting. We see girls going to great and ridiculous lengths in order to offer their phone numbers to our young Axe guys. The television commercials feature young Indonesian guys who use New and Improved Axe and meet girls in regular everyday situations -- in a library, at a traffic light, behind a deli counter, at a convenience store - and are completely taken by surprise with the unusual ways in which the girls' volunteer their mobile numbers the minute they catch a whiff of their New and Improved Axe fragrance. "Developing an Axe campaign in Indonesia was an exciting challenge for us as we needed to find a particular insight for this market. The New Axe 'Call Me' campaign demostrates a new, subtle way for guys and girls to connect," says Ara Hampartsoumian, Business Development Director, BBH Asia Pacific. The New Axe consists of five new and improved fragrances and features a revolutionary twist top can design. "We are thrilled that BBH has come up with a campaign that hits the right spot with young men all over Indonesia. We are confident these quirky ads will cause a stir and create excitement about the New and Improved Axe," says Marit Kievit, Regional Brand Director, Axe Asia Pacific. The television commercials were written and art directed by BBH Creative Team Peter Callaghan and Joseph Tay. They were shot in Jakarta and directed by Al Isaac. Among the cast, the commercials feature Miss Indonesia Universe 2007 representative Agni Pratistha and famous Indonesian soap actress Asmirandah Zantman.