Universal Pictures and AXE Hair have teamed up to promote the upcoming movie 'Ted' and AXE hair care products. Along with digital content, the campaign includes humorously naughty commercials starring Ted, the confident and crude teddy bear from the film, in situations where he demonstrates how using AXE Hair means he can get away with anything.
The bold commercials were directed by Ted and Family Guy creator Seth MacFarlane, says Popsop. One commercial, shown here, features a girl sitting at a restaurant table moaning with pleasure. Ted then appears from underneath the table, presenting an AXE Hair product while stating that he can deal with any situation because he has such soft "teddy bear hair."
Although very daring, the campaign is fun and cheeky, which should appeal to the Ted audience and fans of AXE. Says Stephanie Sperber, President of Universal Partnerships & Licensing, "These two brands celebrate embracing the fun side of everyday interactions, and the partnership made perfect sense. We’re so glad AXE Hair came on board with the comedy."