Axe launches 'Getting Dressed' creative spot in U.S.

ENGLEWOOD CLIFFS, N.J. — Unilever’s men’s grooming brand Axe has launched its "Getting Dressed" creative spot in the United States, which takes a lighter look at a couple's interaction the morning after a romantic chance encounter.

The digital launch comes right Halloween and the brand is taking to the streets of New York City to help turn the pop culture term "walk of shame" into a more positive and optimistic "stride of pride."

"A recent Axe survey showed that 72% of young adults are more likely to approach an attractive guy/girl while in costume, and this confidence is one of the reasons many don't make it home on Halloween," stated Nick Gonzales, brand manager for Axe. "Regardless of where these guys and girls spend the night, Axe wants to provide them with everything they need to look, smell and feel their best during their 'Stride of Pride,' especially if still in costume from the night before."

Axe branded trucks and ambassadors will be positioned throughout NYC's annual Halloween parade, and stationed at high traffic locations the morning after, offering "Stride of Pride" confidence kits containing items that will help make the best of the morning commute, including water, gum and Axe deodorant sticks. Axe ambassadors will be in costume, so visitors to the trucks will be in good company.

For more information about the Axe "Stride of Pride" activation, including specifics on the truck locations, consumers can follow Axe on Facebook and Twitter — #strideofpride — for live updates and related content.

The "Getting Dressed" creative spot was developed by BBH London and was first launched outside the United States in 2004.

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