Developed by BBH Asia Pacific, the campaign consists of a multitude of film assets and an interactive mobile phone app ‘Dare', which was unveiled recently in Thailand, Malaysia, Vietnam and Australia.
The TVC, ‘See where it takes you’, features a young guy who travels the world, taking the road less travelled. With a little help from Axe, he is adored by a slew of women whom he meets along the way.
Adding to the film is soundtrack “I want you so hard” by Eagles of Death Metal lead vocalist Josh Homme. The TVC was shot in Chile over four days, with Latin America directors Nico and Martin.
“It’s the classic romantic tale of young love,” Peter Callaghan, creative director on Axe, said. “Boy meets girl. And girl. And girl. And girl. And girl. And twins, and another girl and so on. Timeless, heartwarming.”
The mobile phone app ‘Dare’, meanwhile, delivers challenges that will turn the participant into an explorer of life and pit him against his friends in a series of dares. It is created by Swedish mobile developer Monterosa.
