March 2012
Beginner
224 pages
7h 6m
English
Content preview from How 30 Great Ads Were MadeBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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02/
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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