Axe launched a new improved line of fragrances and needed to communicate this improvement to guys around the world. So we created a new ingredient that would cause women to momentarily lose themselves with a sudden outburst - the female version of a 'wolf whistle'. But no word could translate to a global audience of men. So we used the sound: “BomChickaWahWah.” Already synonymous with a certain 70's film-genre, we now wanted this sound to also be forever associated with the Axe Effect.

We spread "Bom Chicka Wah Wah" globally through a comprehensive campaign of television, cinema, activations, online, virals, events, seeded content, and merchandise. We spelled the sound in a way that could help Axe chart its spread. We even created an all-girl band called the Bom Chicka Wah Wah's modeled after the Pussycat Dolls, who recorded a song of the same name and whose video played on MTV. And of course, we also created a rockumentary about the group that was viewable online.

The catchy phrase spread around the world, quickly resulting in a deluge of user-generated content; from thousands of online imitations, to chart-topping DJ remixes. It was sung on popular television shows like American Idol and was imitated in film. The TV spots made it into Playboy's 21 Sexiest Commercials of All Time and listed by The Financial Times as one of the 5 most successful ad virals of 2007. The phrase appeared in social networking sites with over 160 "BomChickaWahWah" groups on Facebook comprising 24,000 members. Between the TV spots, music video, and user's own films, we charted over 14 million views on YouTube alone.