Cannes Lions

AXE SHOWER GEL

LOWE-SSP3, Bogota / UNILEVER / 2009

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Men usually use soaps made for women. Their floral and fruity scents are not very helpful if you are trying to seduce a woman, as you´ll smell like a woman and, more worryingly, maybe start to think like one.The radio ad makes use of local and universal insights about the way women think - such as not knowing what dress to wear to a wedding, or blaming not wanting to have sex on having a headache - spoken by a man who thinks like a woman because he uses woman´s soap.

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