Deo brand Axe has donned a new look after seven years. Driving that home is this new spot from Egypt, which traces ‘the evolution of hooking up’ since 2007. From ‘missed calls’ to MSN Messenger, a whole range of ways of connecting in yesteryears is recalled in the film. It also explains how the buffet has given way to organic and naturally good food, swimsuits have become two-pieces and two-meter shoes are the norm. It urges viewers not to worry, as Axe has got their back – be it at the airport, in the car, or at the local grocery bar.
After introducing the brand’s new look and formula with the promise of a ‘greater chance of hooking up’, the film invites viewers to go to newaxe.com
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