Axe wanted to make waves in the holy land of hook-ups –Spring Break.

But what happens when a guy is in a place where he doesn’t need help getting the girl? Well, we all know that Spring Break is insane, and our guys needed help to navigate the tricky waters of girls gone wild, all-night parties, and sand burn. We recognized that guys could only enjoy the sweet fruits of Spring Break if they came prepared. That was our mission and our brief: to prepare guys for hook-up mayhem. So we created Axe Boot Camp.

Axe Boot Camp: Spring Break Readiness ’06 was a military-style training regimen designed to condition guys. The programme consisted of 15-second spots on college networks, viral films, and a long-format webfilm; as well as hotel domination where we branded shower curtains, pillow cases, and elevator wraps at popular hotels on the beach.