In the 
original campaign once more axe tries to communicate that good smell can produce the desired impression that helps when it comes to women. They suggest that Axe twist can change and adapt to the situations needed. The comparison with the product shows a man that goes on a date, at the beginning she does not seem quiet interested in him, so big robotic hands changes his appearance and he gets a chance to walk her home, but since that appearance its not the type of a “girl letting him in” the axe magic works again and transform him into a masculine sort of James Dean image.
original campaign once more axe tries to communicate that good smell can produce the desired impression that helps when it comes to women. They suggest that Axe twist can change and adapt to the situations needed. The comparison with the product shows a man that goes on a date, at the beginning she does not seem quiet interested in him, so big robotic hands changes his appearance and he gets a chance to walk her home, but since that appearance its not the type of a “girl letting him in” the axe magic works again and transform him into a masculine sort of James Dean image.
The campaign launched in France of Axe Twist
The campaign is launched with Clara Morgane and basically she goes on a date with this guy that changes with “the magic of Axe twist” to keep her interested, in the end the changes are so good that he also gets the waitress attention. The campaign also involves the consumer promoting to subscribe in twitter to win a photo-shoot with Clara Morgane. This approach emphasized the fact that axe twist allows to change of smell throughout the day to increase what they considered “your seductive potential” with girls while keeping a real freshness. This product plays with the idea that indeed it is easy to attract women but is harder to keep a girl interested because they get tired easily.
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