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Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy

January 31, 2012


Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy (known as Lynx Attract in the UK) by including a limited female fragrance. For the first time in its history, the brand famous for giving men the edge in the mating game is also bringing the Axe Effect to women.

The integrated campaign for Axe Anarchy breaks in the US on 29th January and in the UK on 1st February. The TV ad, ‘The Chain’, sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other.

‘The Chain’ was shot by award-winning director Tom Kuntz through MJZ. Kuntz has won countless awards for his work including Cadbury ‘Eyebrows’ and Axe ‘Chocolate Man’. More recently he was behind the Old Spice ‘The Man Your Man Can Smell Like’ campaign, which took home a Grand Prix at Cannes.

The TV advert will run alongside digital, social and out-of-home activity from BBH that captures guys and girls coming together in precarious situations where chaos is just about to break out. In one poster, a girl carrying a bag full of fireworks meets a guy holding a blowtorch dangerously close to her. Another shows a guy and girl meeting at a petrol station, where sparks are about to fly.

BBH has also developed two Facebook applications, ‘Anarchy Matchmaker’ and ‘Kissing Chaos’, in line with the campaign. The apps will launch in South America this week and will be rolled out across other markets in the coming months.

'Anarchy Matchmaker' is based on the insight that everyone has friends of the opposite sex that they fancy, but gauging reciprocity can be a minefield. The app asks users to select up to ten Facebook friends that they fancy, who are then also notified of the app and invited to play. Matches will only be made public to Facebook friends if they are two-way, avoiding any potential embarrassment.

'Kissing Chaos' gives guys the opportunity to kiss any girl in the world - literally. Both girls and guys on Facebook are asked to film themselves in several 'kissing' poses, and then are randomly matched to star in their own short music video, where they'll be making out with a total stranger. The results are posted to both their own Facebook profiles, and the Axe fan page.

Earlier this month Axe launched the ‘Cops and Robbers’ teaser film, also by BBH, designed to show the impact of giving the Axe Effect to both sexes.

David Kolbusz, Creative Director at BBH said: “When we set about exploring what the world would be like with an axe for him and an axe for her, we started by dialling up the romance. More romance became romance at the expense of all else. Romance at the expense of all else became a descent into chaos. With a burning clown.”