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AXN's Campaign Tells You to "Relax. If You Can"

By: Shelby Lee Walsh - Published: Oct 2, 2009   Updated: Jun 7 2011 • References: ibelieveinadv and womansday
AXN is an international pay-television, cable and satellite television channel that makes a big statement with their latest campaign. The Sony Pictures Entertainment-owned company puts the slogan, “Relax. If You Can” atop their cactus and coal chairs.

Apparently, “AXN refills your adrenaline, with the strongest action movies and powerful programs. You won't sleep for sure.” What a suiting and powerful use of imagery for AXN's campaign!

Implications - Everyday items have a relatively consistent reputation amongst consumers. Businesses that portray alternative purposes of such items or opposite experiences accompanying them will capture the attention of consumers who recognize it as different. Companies that are willing to push the limits surrounding convention and tradition will generate much more memorable reactions than companies that maintain customary roles for such items.