Four humorous commercials, in 10-, 15- and 20-second versions, are airing region-wide with the aim of reinforcing the channel's new position statement of being at the heart of action and adventure.
The spots were conceived, developed and executed by AXN's in-house, on-air promotions team under the supervision of creative director, Jacky Foo. The executions include scenes of a bearded man who does not settle for a simple blade at a barbershop and an individual who decides the best place to relieve himself is on an electric fence.
The on-air campaign complements a print campaign, which has been running across the region for more than a year. Foo said: "These promos show AXN viewers getting the buzz in outrageous ways ... the message of the campaign is that viewers don't need to go to extremes to put some excitement into their lives.
"They can get their daily adrenaline buzz just by watching AXN's 100 per cent action-adventure programmes."
The channel's senior executive, marketing communications, Dinesh Subramaniam, added: "The ultimate objective is to carry on the momentum of the 'Buzz' print campaign onto a television platform so that people will clearly understand what the channel is all about."
