Video case study: Axe encourages men to embrace weekdays

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Axe has launched a new digital campaign designed to remind men that fragrances are not just for special occasions, as the Unilever body spray brand encourages their core audience of young males to embrace weekdays.

The brand, known as Lynx in the UK, released two films encouraging men to embrace the weekdays that everyone else hates.

The campaign will run in Australia, New Zealand and Latin America, before rolling out elsewhere.

It features two 50 second films, 'Monday' and 'Wednesday', showing the daydreams of two protagonists imagining a hyperbolic version of the day ahead.

Created by BBH London, the advertising seeks to encourage men to make the extra effort during the tougher days of the week and not just the weekends.

Gary McCreadie, creative director at BBH, said the new range of bodysprays mean "you can feel like a boss every day of the week". Adding: "These ads are a pep talk to guys to go after Monday and knock Wednesday out of the park. To take advantage of the days where no one else tries."

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