Top Story

Home >> International >> Article

International: New TV spots for Gillette's Tag mimic sexual innuendo tactics of rival Axe

12-March-2005
Font Size   16
International: New TV spots for Gillette's Tag mimic sexual innuendo tactics of rival Axe

Gillette Co. earlier this week broke the first ads for Tag body spray in a campaign that looks very much like that of the brand it's out to counter -- Unilever's Axe.

The estimated $50 million "Consider yourself warned" campaign by Havas' Arnold Worldwide, Boston -- the agency's first work for a Gillette consumer brand -- includes a series of humorous vignettes showing the sex-laced consequences of using the body spray. vUnilever's Axe, which launched in the US in August 2002, uses a similar approach with humorous, sex-laden ads, including a TV ad in which a woman becomes attracted to a mannequin after it's sprayed with body spray, and radio ads for a fictitious law firm, Huckster & Huckster, that seeks to represent young men who are sexually harassed due the deodorant's irresistible effect on their female bosses. The mannequin has since become a star in his own right, making TV appearances and "writing" a column for Playboy.com. The brand has since expanded into roll-on antiperspirants and into a body wash, with ads to support the latter scheduled to break later this spring from Bartle Bogle Hegarty, New York.

The first crop of Tag TV ads similarly feature a man besieged by amorous women in a store, a man aggressively hit upon by his girlfriend's mother and another victimised by a female professional wrestler when she catches a whiff of his body spray during a match. The ads will air on Fox's American Idol, 24 and The Simpsons as well as CBS' Late Night with David Letterman and ESPN's SportsCenter.

Print ads breaking in April editions of men's magazines such as FHM and Maxim will take a similar tack, with one including a pocket card that translates the sentence "No sir, I did not have foreign relations with your daughter" into four languages.

Online ads on Web sites such as Bolt.com, ComedyCentral.com and Google lead to consideryourselfwarned.com, which has a "Hide the Hotties" game and a viral effort that invites guys to send stalker e-mails to their buddies from fake women.

Source: AdAge.com

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity