For the first time since its U.S. launch in 2002, AXE, the No. 1 men’s grooming brand in the U.S., will air a :30-second television commercial during Super Bowl XLVII. The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January launch.
“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” said Gaston Vaneri, Brand Director for AXE. “We have some extraordinary news to announce in 2013, taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”
The commercial was created by BBH London.