David Reviews

 Biting the hand that feeds us since 2002.

Axe
"Find Your Magic"
60s
13 January 2016
Pan-Global Hair Styling (Non-Electrical)

Axe has been moving away from its previous positioning as the secret to becoming irresistible to women for a little while, but this ad leaves us in no doubt as to where it now stands. With men's 'fitness' being increasingly scrutinised by the media, guys are now starting to experience body dysmorphia in the same way that women have been experiencing it for decades.

So Axe wants to reassure them that they are, really, still in control of they way they come across. That sex appeal is all about attitude. That women don't care if, for example, you have a huge conk so long as you have a huge personality, because confidence to be yourself is one huge turn-on to the laydeez.

It's funny and slick, and yes - we embrace the message - but we can't ignore the fact that it works because there's truth in the fact women do look beyond the superficial. For the most part, anyway. Whereas if this featured a woman with a big beak, you just know men would laugh at a brand suggesting guys overlook the way women appear so long as they can crack a good joke.

Curzon Cinemas
"Curse for Curzon"

Miles said:

ace. I hope theres an accompanying quiz that goes with this film?!


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Axe
"Find Your Magic"
60s
13 Jan 2016
Axe has been moving away from its previous positioning as the secret to becoming irresistible to women for a little while, but this ad leaves us in no doubt as to where it now stands. With men's bodies being bombarded with increasing levels of scrutiny by the media, they're now starting to experience the same body dysmorphias

Axe
"Don't Rely On Fate"
90s
22 Apr 2014
A belter of an ad for Axe to mark their redesigned product range. A star-crossed couple are prevented by fate from getting together; and as they return time after time down the eras of history, they never quite manage to get it together. Until finally, our hero picks up a can of Axe and sprays himself liberally with it in a petrol station shop - which, for the first time, enables him to get his girl.

Axe
"Call to Arms"
60s
16 Jan 2014
Are they kidding? If this was a Coca-Cola commercial then we wouldn't doubt its sincerity (while pouring scorn on it, natch) but Axe? Axe are suggesting that the world could be more harmonious if there was a bit more deodorant-inspired love around... and they appear to be pretty serious.

Axe
"The Messy Look"
71s
16 Sep 2013
"In times like these, focusing on the little details will distract you from the fact you're about to die." When did you last hear that in an ad, let alone one for a hair product? Axe's series of four commercials each extolling the virtues of a different styling variant, are deadpan, witty, and superbly clever.

Axe
"The Natural Look"
86s
16 Sep 2013
The slightly weak-chinned good looks of the chap cast in this ad are spot on. A cross between James Dean and Jedward on tranquillisers, he shows how Axe hair creme requires virtually no effort to use, which perfectly suits his aspirations. After all, says the laid-back VO: "With no power comes no responsibility." Delicious.

Axe
"The Spiked-Up Look"
73s
16 Sep 2013
"The spiked-up look. Your most reliable weapon in any life or death situation." One of four terrific ads promoting Axe's hair products, this time it's styling putty for the action hero in every man. Once again it doesn't omit to show us how to use the product, and the witty writing makes it a pleasure to watch.

Axe
"The Clean Cut Look"
1 min 33s
16 Sep 2013
What's the word for this spot? Oh yes: exquisite. This is in another league to the bland pap we expect from hair product advertising. A genuinely witty and intelligently written script is perfectly paired with the action, without ever losing sight of the product itself. A joy from start to finish.

Axe
"Stairs"
30s
17 Apr 2013
Lynx has made it clear that nothing beats an astronaut - ever. So where do you take this campaign from there? You become the astronaut. This lovely ad with its exquisite attention to detail manages - through its dramatic POV, cinematic music and atmosphere of imminent revelation is a pleasure from start to finish.

Axe
"Hurdles"
50s
31 Aug 2012
A woman hurdles her way across some road works to get to a safety vest-clad man who must have been wearing the advertised smelly stuff. Why else would this young beauty be so attracted to him? It's a nice reversal on the traditional relationship that would see him urging her to bare her breasts for him and his companions.

Axe
"Hot Put"
50s
31 Aug 2012
An attractive woman uses a shot put to gain access to a young man using the advertised deodorant. His cat has the right idea - dives for cover - while our hero watches on helplessly as the young woman uses a pole to vault her way into his first floor apartment where we wouldn't be surprised to learn she sexually assaults him with a baton.

Axe
"Office Love"
60s
21 Aug 2012
This commercial seeks to demonstrate that the first thing a woman notices about a man (or a girl notices about a boy, to use the vernacular of the ad) is his hair. To illustrate this, the male character is reduced to a head of hair on a pair of feet. Sad to say, the woman is reduced to a cleavage.

Axe
"Susan Glenn"
60s
17 Jul 2012
Kiefer Sutherland narrates this commercial about missed opportunities. Apparently, when he was a young man Sutherland never plucked up the courage to ask out the girl of his dreams and he now identifies her as Susan Glenn. It's just a guess but we reckon Julia Roberts is going to be pretty pissed off it wasn't her.

Axe
"Cops and Robbers"
60s
14 Feb 2012
There's a cop chase that's altogether different in this ad for Axe (aka Lynx). After a robbery at a jewellery store, a young female cop appears to give chase but what does she want from the villain when she finally apprehends him?

Axe
"Angels"
90s
1 Feb 2011
A succession of beautiful angels crash to earth in this intriguing film for Axe (aka Lynx). What does their arrival portend? Is it Judgement Day? The end of time? Nope, they've been attracted by a man who uses the advertised smelly stuff. You have to love the overblown grandiosity of it all.

Axe
"Anthem"
30s
2 Oct 2009
As a man takes a series of showers, he remembers the wild and crazy events of the previous nights. It's not clear whether these things happen to him because he uses the advertised shower gel or whether the gel's a salve for the wounds he incurs. Maybe it's both.

Axe
"Instinct"
30s
7 Jul 2009
Of all the smells that a deodorant company might want to associate themselves, you wouldn't have thought that leather would necessarily be very high on the list. Nonetheless this intriguing film for the US makes that very connection.

Axe
"Yo Yo"
30s
7 Feb 2009


Axe
"Rope"
30s
7 Feb 2009


Axe
"Apples"
30s
7 Feb 2009


Axe
"Astronaut"
40s
9 May 2013


Axe
"End of The World"
47s
21 Dec 2011


1-21 of 21 Results

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.