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Well known for provocative advertising, Axe is taking a break from parading sexy women and putting the focus on the male body in its new ‘Guy Wash’ commercial for the Axe Detailer Shower Tool.
The video ad, which was created by BBH, New York, shows a futuristic ‘guy wash’ a la car wash. The guy steps on foot pedals and proceeds to be scrubbed, buffed, sprayed, and (my favorite) blown dry by attractive women. All to the music of a funky, “Take Me Baby.”
The commercial was directed by Stylewar with creative directors, Kevin Roddy, Matt Ian, and Amee Shah, and art directors Craig Smith, and John Foster.
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