TBWA East Africa, a 2-year old Advertising Agency in Nairobi, Kenya came up with a very clever way to advertise the Deodorant 'Axe Effect' last year in June.
Fire alarms and extinguishers are often kept behind a thin piece of glass. Axe had put a clever twist on this common emergency box.
Called 'The AXE Emergency', the underlying thought was:
Every man has had that moment when the girl he likes has snubbed him. Enter The Axe Emergency Kit, break the glass, spray a whiff, and watch her 'No' turn into a resounding 'Yes'. Use sparingly though or you may end up with way more 'Yeses' than you can handle.
The creative ad was placed in men's bathrooms in several popular clubs and bars. If she said "No" (to a date, a dance, a drink -- whatever), break the glass and give yourself a spray.
I'm a little concerned about all the shattered glass this piece will produce, but I still have respect for the smart promotional idea. You can share your thoughts/ comments with us in the space provided below.
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