BUZZ NEWS

Chocolate Man Sells Axe

Posted on October 10, 2008
Jessica Hartstein

Not too long ago, we talked about Axe’s new Axe Day/ Axe Night ad (read here). As you probably know, Axe campaigns are famous for showing how weak women become with a man wearing Axe. Usually the commercials/videos show underwear clad women either making provocative gestures or giving provocative eye glances toward the fully-dressed men using Axe products.

Well, Axe has decided to try out another approach with its new chocolate man. This time it seems Axe is aiming at the "nice guy." No more sensual lighting or women ripping their clothes off. This time Axe has created an ubber delicious looking man, and we see women clamoring to get a piece of him (or his chocolate face and arm). He seems like a do-gooder thanks to the cute music, the chocolate sprinkles he puts on some ice cream cones, and the box of chocolate fingers he takes with him to the hospital. Ultimately, his goofy, guy next door wave lost him his arm, which can’t help but touch us good girls’ hearts. Is it safe to say, as Axe does, that women want him and men want to be him? Judging by the woman who takes a bite out of his bum on the subway...yes...

Enough is enough, right? You want to see this chocolate man in action, don’t you? Here you go:

You might be wondering what the connection is between Axe body products for men and chocolate. And right you are! Specifically, the ad is for Axe’s Dark Temptation body spray, which is meant to give men a sophisticated chocolate aroma. The message to men is that with Axe Dark Temptation body spray they can become as irresistible as chocolate. Axe has also created a Dark Temptation website where visitors can download icons, see the chocolate man ad, play the Dark Temptation online game (available in English and Spanish), and enter the Dark Temptation sweepstakes.

What’s the game about, you ask? You are CHOCOLATE MAN and your objective is to get past the ladies unscathed. Bet you don’t have much practice running from (bikini-clad?) ladies, do you? Well, better get practicing before you find yourself in trouble with your new Dark Temptation body spray by Axe.