Axe Pays Buskers to Promote Leather-Scented Deodorant

Axe, a company known for eccentric promo ideas, came up with the idea to sponsor street musicians to spread buzz about their leather-scented deodorant.

In exchange for putting up an Axe Instinct sign and giving out free samples, they’re paying branded buskers $1,000 for 4 months of buskvertising. Part of the deal includes singing Cody Chesnutt’s song “Look Good in Leather”—the theme of the new Axe Instinct ads—a few times a day.

What a way to promote leather-scented deodorant! Check out some more clever Axe ads below.