I am on vacation in Brazil as I write this and I just saw a brilliant commercial for Axe Excite body spray for men. I speak very little Portuguese, so my take on this commercial was totally visual. However, the commercial was so well done with imagery it did not need words to sell the product.
In the commercial you see beautiful and very sexy female angels dropping out of the sky and walking toward a man of average looks. The angels are basically a copy of Victoria's Secret Angels. The angels look lustfully at the man and grab their halos and throw them to the ground where the halos shatter like glass. Then the angels continue walking quickly toward the man. At the end of the commercial, it shows the man at home spraying his chest with Axe Excite body spray. The meaning of the commercial is if you put on Axe Excite body spray, you will smell so sexy to women that female angels will give up being angels to sleep with you.
All I can say is, BRILLIANT. I did not understand one word of the commercial but I sure as hell understood the benefit of what was being sold. Hats off to the ad agency that made this campaign.
The lesson here is to make your commercial (or magazine ad ) so visually powerful and easy to understand the product benefit that you do not need words to make your point and sell the product. I am a HUGE believer in using long copy instead of imagery, but this Axe commercial was a rare instance of how brilliant imagery can tell the entire story without the need to say a single word.
Click here to watch the Axe Angel's TV Commercial
To your advertising success!
Peter Geisheker, CEO
The Geisheker Group marketing company
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"
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