Like a game of “duck-duck-goose”, Axe takes a left out of Usualville with this haunting, clever — and in a way, sweet — spot. Instead of scantily clad babes clawing at dorky, unwashed dweebs, this ad actually takes a bit more human approach (Okee, superheroes and fireworks notwithstanding) to address the USP of their product.
Actual showering not required.
I’ll go on record: I love PSAs.
Especially the clever, the outstanding, the shocking, the unique. Because if there’s one example of how even the most boring messages (and public service announcements are most certainly that) can be turned into something special, than this is it.
Perhaps the best I’ve found yet is the catchy jingle, dark humor and adorable animations that are used to convince dumb Aussies not to die on Metro trains. Sounds like a real winner, right? Just press play.