# Ketchup Phone Numbers Axe's Flirty Sauce Commercial By mediterranean | Published 2008-07-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/axe-sauce References: [adrants](http://www.adrants.com/2008/07/singapore-axe-commercial-avoids-lameness.php) Axe tones down its provocative advertising with this flirty yet innocent AXE Effect commercial that targets Indonesia, a mainly Muslim country. The commercial follows the typical 'naked guy puts on Axe after his shower, girl can't resist Axe and does some sexually suggestive gestures while biting her lower lip'. However, the twist here is that the deli girl's gestures of squeezing the hot sauce container turn out to be a somewhat innocent gesture of writing her phone number on the sandwich using the sauce. As adrants point out, this ending saves the commercial from the inevitable lameness of such concepts. The ad was created by Bartle Bogle Hegarty, Singapore with creative director Steve Elrick. Check out more Axe ads: ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 79% | Activity: 96% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Innocent Advertising:** Opportunity for brands to create more innocent and playful advertisements that appeal to wider audiences without being provocative. - **Cultural Targeting:** Opportunity to target specific cultural or religious groups with tailored advertisements that resonate with their values and beliefs. - **Creative Twist:** Opportunity to add unexpected twists to advertisements, refreshing well-known concepts and avoiding cliches. ### Sectors Adopting This - **Branding and Advertising:** Opportunity for agencies to develop creative strategies that reframe traditional advertising approaches and appeal to diverse target audiences. - **Fast Food and Restaurant:** Opportunity for fast-food chains to leverage unique and playful advertising concepts to stand out in a competitive market. - **Personal Care Products:** Opportunity for personal care product brands to experiment with new messaging and creative executions to appeal to different cultural sensitivities. ## Related on Trend Hunter - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Male Grooming Artist Collaborations](https://www.trendhunter.com/trends/whaxe-pack.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Catnip-Infused Fragrances](https://www.trendhunter.com/trends/lynx-with-catnip.md)