The ad, via BBH London, marks the men’s grooming brand’s second appearance during the big game: Last year during Super Bowl XLVII, the company said it plans to send one lucky viewer to space as part of its “Apollo campaign.” This year, AXE returns to the big game to air a 30-second television spot during Super Bowl XLVIII.
“The Super Bowl was a big platform for us to launch the AXE Apollo campaign, where more than one million men and women enlisted for a chance to go to space,” said Matthew McCarthy, Senior Marketing Director, AXE & Men’s Grooming for Unilever, based in New Jersey. “AXE is the No. 1 men’s fragrance – and No. 1 male grooming brand in the US and globally. With the Big Game in our back yard, we want to be there.”