Top
POLL POSITION
Best Marketing Event June 2017
 
pollcode.com free polls
KEEPING SCORE

NBA Western Conference Finals
Golden State Warriors vs. San Antonio Spurs

Game 1: Sunday May 14  Golden State 113 San Antonio 111
Game 2: Tuesday May 16  Golden State 136 San Antonio 100
Game 3: Saturday May 20  Golden State at San Antonio ESPN 9 PM ET
Game 4: Monday May 22  Golden State at San Antonio ESPN 9 PM ET
Game 5* Wednesday May 24  San Antonio at Golden State ESPN 9 PM ET
Game 6* FridayMay 26  Golden State at San Antonio ESPN 9 PM ET
Game 7* Sunday May 28  San Antonio at Golden State ESPN 9 PM ET
* If necessary
NBA Finals begin June 1 ABC

WHAT YOU SAY!?

NBA Eastern Conference Finals
Boston Celtics vs. Cleveland Cavaliers

Game 1: Wednesday May 17 Cleveland 117 Boston 104
Game 2: Friday May 19  Cleveland 130 Boston 86
Game 3: Sunday May 23  Boston at Cleveland TNT 8:30PM ET
Game 4: Tuesday May 23 Boston at Cleveland TNT 8:30 PM ET
Game 5 * Thursday May 25 Cleveland at Boston TNT 8:30PM ET
Game 6 * Saturday May 27 Boston at Cleveland TNT 8:30PM ET
Game 7 * Monday May 29 Cleveland at Boston TNT 8:30PM ET
* If necessary

NBA Finals begin June 1 ABC

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

COLLEGE

Coaches Make ACS Call
NCAA Plans '18 Final 4
Final Four '22 In NOLA
Cancer Drives Home
Nissan House Open

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Monday
Dec172012

Unilever's Axe Cuts Into Super Bowl XLVII Dance With First Big Game Spot

By Barry Janoff

December 17, 2012: It's time to welcome another player to the roster of Super Bowl marketers that will be on display this February: Axe, a men's grooming division of global company Unilever, said it would make its rookie appearance during the Super Bowl XLVII broadcast Feb. 3 on CBS.

Axe said that it's 30-second spot, "Lifeguard," would help to kick off a larger brand campaign for 2013.

Thirty-second spots are going for upward of $3.8 million, per industry analysts. Axe's lead agency for the Super Bowl is BBH London.

Unlike GoDaddy.com, which promises edgy commercials that are little more than teasers to sell domain name registrations and Web site support, Axe creative has been consistently targeting a young, male demographic with ads that, albeit tongue-in-cheek, with the promise of better lifestyles and sexier women. Taglines have included, "Spray More. Get More."

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” Gaston Vaneri, brand director for Axe, said in a statement. “We [are] taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

"As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories."

Axe, which launched in the U.S. in 2002,  did not give details of its Super Bow spot except to say that it "includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch."

The brand has been running a teaser ad overseas entitled "Lifeguard" in which a young woman pretends to be drowning so that she can properly thank her savior, a lifeguard who simply walks into the two-foot deep pool section in which she is swimming.

The brand said it would support with a heavy dose of social media, including YouTube, Facebook and Twitter.

Back to Super Bowl XLVII

Back to Home Page