Axe is promoting their Axe Day & Axe Night deodorant by showing that one is suitable for general audiences, while the other one is not.
The idea is communicated by having one copy on each ad that takes on a different meaning when attached to the ‘thought bubble’ of the man and the woman.
For example, "On the bed or on the boudoir?" is perfectly fine when said by the hotel’s luggage carrier. However, it takes on a scandalous meaning when said by the woman looking at the bellman.
Another example is "I shaved for today." The copy is natural for the balding guy with the shaved head who’s enjoying his date with a beautiful woman. However, when that statement is made by the woman, it is something else entirely!
The last ad uses the copy "Finally! My fingers are burning," with a pizza delivery guy who can’t wait to let go of the hot box and the woman who ordered the pizza and can’t wait to get her fingers on him.
The witty ads were photographed by Martin Sigal for Ponce, Buenos Aires, Argentina.
Double Entendre Advertising
Cheeky Axe Ads are Naughty and Nice at the Same Time
Trend Themes
1. Double Entendre Advertising - Exploiting double meanings in advertising copy to create engaging and memorable campaigns.
2. Cheeky Marketing - Using humor and innuendo to capture consumer attention and create brand resonance.
3. Creative Visual Communication - Using visual cues and clever graphics to convey multiple messages in ads.
Industry Implications
1. Cosmetics & Personal Care - Opportunity for beauty and personal care brands to leverage cheeky advertising to stand out in a crowded market.
2. Hospitality & Travel - Opportunity for hotels and travel companies to inject some humor and playfulness in their marketing campaigns.
3. Food & Beverage - Opportunity for food delivery services and restaurants to use witty advertising to differentiate themselves from competitors.