Can the Ad be the Product? – AXE Releases New, Interactive iAd

Masculine. Playful. Irreverent. Sexy. Clever. Unilever’s ability to bring these adjectives to life has made their Axe brand and its collection of grooming products for boys and men in the 15-35 year old demographic into one of the most successful brands in the overly saturated CPG market. While brand managers often scoff at the insidious relationship that Unilever endorses by running both Dove brand’s “Love Your Body” campaign while, at the same, featuring scantily clad, twenty-something females in nearly every commercial, print ad, or web video created for Axe, the formula has, thus far, in some sort of Black Swan type of way, worked for Unilever. And with their new iAd for the “Even Angels Will Fall” campaign,  Axe is able to be fresh and innovative while staying true to their core brand.

In its approach and messaging, Axe’s new iAd does not waiver from their formula. The central character is a “fallen angel,” (ie. a sexy young woman in heavenly lingerie and wings) who has been lured to earth by the scent of Axe’s new “Excite” body spray marked by her earthly conquest. The execution of the iAd, though, is quite different. If you come across the iAd while, say, browsing the New York Times, as featured in the online video about the iAd, (an obviously interesting choice for tapping into the male youth demographic), you’ll be able to not only watch, but also interact with the ad. With a few finger gestures, swipes, clicks, and shakes, you take control of the fallen angel and can command her to do a variety of commands, like throw off her halo or do a heavenly swing (Subservient Chicken anyone?).

What makes the ad really interesting is not merely the interactivity, but the way Axe leverages the campaign through the iAd to turn viewers into both “sneezers” and possibly even customers. From within the ad, consumers can view the “Even Angels Will Fall” television campaign that accompanies the iAd, along with a “making-of” video. Swipe the spinning halo and you can download fallen angel wallpapers for your phone and even purchase from iTunes the “Sexy Boy” choir hymn that serves as the soundtrack for the campaign. Sure, these sort of “extras” aren’t earth-shattering, but with the target demographic in mind, can’t you just envision a substantial minority of their customer base (remember, its 17 year old high schoolers and single twenty-something males), having a good laugh listening to the song with their friends while also showing off their new iPhone wallpaper. These are the types of features that are subtle, yet powerful, and help ideas and campaigns spread.

Click here to check out a promotional video for Axe’s new iAd.