I am sorry for not updating this blog since last few weeks (actually around two months) but I was busy with some other assignments. I have now decided to start taking care of my baby and take its responsibility from where I left. I will try to keep this blog living with new and happening ads and other relevant news.

I will restart with this new AXE Shower Gel commercial which has been released in Argentinian market this month. The ad has been created by very creative agency called Vegaolmosponce and we have seen some really amazing stuff from them. This ad is no different in creativity and it has all the elements which you traditionally see in AXE ads. It has got more skin, one handsome guy and good music in background. Surprisingly there are no girls but the good thing is that you never miss those almost naked super models in this tv spot. I believe that this commercial is inspired from the lovemaking scene in “The Simpsons Movie” which also happened to have similar animals and all that lovey dovey feel to it. See for yourself what I mean.

Advertiser: Unilever
Agency: Vegaolmosponce
Creative General Directors: Hernan Ibarra/Walter Aregger/Hernan Ponce
Art Director: Ignacio Ferioli
Copywriter: Joaquin Cubria
Client Services Director: Vanina Rudaeff
Agency Production Manager: Roberto Carsillo
Agency Producer: Selva Dinelli
Production Company: Garlic Films Director: Marcelo Burgos
Executive Producer: Alvaro Gorospe
Assistant Director: Fernando Trullols
Director of Photography: Pancho Alcaine
Art Director: Luis Ramírez
Film Editor: Pablo Plant
Post Production: Miopía
Music: Swing Musica - adapted from Tchaikovski´s Sleeping Beauty

Unilever had started the year 2008 with an all new campaign to market its hair care brand Sunsilk all around the world. The Sunsilk brand is known as Seda in Latin American markets and to promote it JWT Sao Paulo created three new TV commercials with a same theme: a bad hair day for a woman is a bad day for everyone.

I must admit that I liked all of their adverts and they seem truly in line with the Unilever’s world wide campaign called Life can’t wait. The Unilever guys have also created a website to market it on web and you can take a look here. Their earlier online campaign called Sunsilk Gang of Girls was quite successful in Indian markets.The success of viral video posted on youtube must have further resurrected the confidence of Unilever on social media and Web 2.0. Other than Madonna, Shakira and Marilyn Monroe, local celebrities are also being used by Unilever to get better attention in local TV advertising. Miss Universe 2000 Priyanka Chopra is marketing Sunsilk in India while Mexican actress Jacqueline Bracamontes van-Hoorde is taking care of Seda in Mexico while we have Shakira doing publicity in rest of the Latin American countries.

Watch the latest three ads here:

Creatives:
Mario D’Andrea (Executive Creative Director)
Roberto Fernandez (Creative Director)
Mario D’Andrea (Creative Director)
Rinaldo Ferrarezzi (Art Director)
Andréa Siqueira (Copywriter)
Anna Bohm (Agency Producer)

Director(s): Felipe Figueiredo
Production Company: Cine

Things are not hapenning for Axe in Asia which has now compelled Russel Taylor,Unilever’s global V-P for Axe deodorants to say in public that “No one had yet found a way of making Asians self-conscious about body odour.” See the news here.

While Axe has brought out a new TVC to market its antiperspirant variant called Axe Dry Sharp Focus which is expected to be a global campaign. The ad is called “Paranoid Eye” and it has been created by Vegaolmosponce, Buenos Aires.

Creatives:
Hernán Ponce (Executive Creative Director)
Bruno Tortolano (Art Director)
Joaquin Cubria (Copywriter)
Roberto Carsillo (Head of Broadcast)
Jose Silva (Agency Producer)

Director(s): Traktor
Production Company: Pioneer Productions (Argentina), Traktor (Sweden)