Axe Dark Temptation

Chocolate Man

Ponce Buenos Aires

With its Chocolate Man spot for Axe deodorant, Argentinean agency Ponce Buenos Aires gave a familiar ad campaign a surreal twist. When the spot was released, a global ad campaign for Axe (also branded as Lynx) had been running for some time, based on the notion that the anti-perspirant spray made users magnetically attractive to women. The spot for the Dark Temptation scent in 2007 continued this proposition, drawing on a long-established symbol for female desire as its inspiration. ‘We started with a question,’ explain Mario Crudele, copywriter, and Jose Silva, producer of the ad. ‘What’s one of the most irresistible things for women? And we realized that chocolate is one of them.’

‘What’s ...

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