BUZZ NEWS

Axe Seco: Rio de Janeiro, Rising Temperatures and Axe Girls...

Posted on August 6, 2008
Mathieu Picault

AXE’s latest "Made in Latin America" site, Rio 40 is simple yet effective. The place: Rio de Janeiro. The season: summer and unbearably hot in the shade. And of course we couldn’t forget the curvaceous Brazilian models...Who wouldn’t understand the strategic interests of a good deodorant?

The website is simple. It starts off with a young man who runs into some gorgeous young damsels and needs to make a good impression, or at least avoid sweating. The man (or rather you) fails miserably and is rewarded with a a glass of water thrown in his face, thanks to one of the magnificent belles.

And so a small advergame is launched. What’s the objective of the game? Don’t sweat if you want to impress these young damsels who are surely after your hot Internet user body... The rules are simple: play some roulette, have good aim, avoid the red hot chili peppers that make your temperature rise, and accumulate fans and other anti-sweat ventilators. And the solution is Axe Seco Ultra Focus. It lets you move onto the next level and get to know these lovely ladies better.

One of the simplest games aimed at a male audience. Some short videos better explain the rules of the game:

The least we could do is say that Axe is no amateur when it comes to Latin American campaigns. In fact, another equally refreshing website was created for the Dark Temptation campaign.

While the website isn’t anything new, it is distracting and fun...which reminds us of the Axe slogan in French: "Plus t’en mets, plus t’en as" or "The more you use, the more you get." Maybe it is even truer in the summer.