Axe joins roster of 2013 Super Bowl advertisers

ENGLEWOOD CLIFFS, N.J. — For the first time since its U.S. launch in 2002, Unilever’s Axe brand will air a television commercial during Super Bowl XLVII.

The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch, the company stated.

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” stated Gaston Vaneri, brand director for Axe. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

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