AXE: Men Do Apologize TV Integration

Axe, a deodorant brand produced by Unilever, fought against gender stereotyping in Turkey by launching a TV ad during a popular series that allowed viewers to decide what happened next.

Campaign details

Brand: AXE Advertiser: Unilever Agency: J. Walter Thompson Turkey/Mindshare Turkey Country: Turkey

Campaign Summary

In line with Axe's long term strategy of having a cool male tone of voice with an emphasis on diminishing negative gender s

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