Shout out to Big Ant International (http://bigantinternational.com/) for these briliant ads. Nice use of media and simple concept. No need for a fancy tagline, just a classic idiom. Big Ant started in 2006 with 5 students and is now becoming quite the little NY ad shop.
I'm not sure if I want to live in this world. It's a catch 22. Technology aids my career and ways to communicate with people, but what about my personal life. We are all becoming inexorably linked to each other without an option to disappear from this technological radar. Also, the less and less we are forced to think as a species, the more likely it is that we will be tremendously impacted if/when technology ever fails us. Cool video though just kind of scary IMHO.
I saw this when I went to the movies yesterday. I thought to myself that it didn't feel American. I was right. During my hunt for this video, I realize that it had been playing in other countries a couple years ago for Lynx deodorant, which is Axe in other countries. Better late than never because this is pretty hilarious. They exaggerated a problem such as sweating to a crazy degree.
I was speaking to a fellow copywriting student the other day and he said " you either got to do something for real or just be completely ridiculous. If you can't find Chuck Norris, then you might have to purposely have people cheesily walk around with Chuck Norris masks. There's no middle ground."
I don't know if this is fact, but I agree with him. This "documercial" goes balls to the wall with this "water wings" problem and makes it work. It doesn't hurt that it's on strategy either. I mean, isn't that what deodorant is for? To be able to interact with people without them wanting to barf. Axe Dry proved to be the solution he needed to normally interact and attract his current girlfriend. Wish I knew which agency did this. Good work.
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