72andSunny’s AXE Ads are Golden for Boosting Male Confidence

Inspiring male confidence is 72andSunny’s latest mission for AXE, with its newly-launched campaign You’re Gold that promotes AXE's Gold body spray.

Made up of three 15-second spots, which all feature young men as protagonists, the campaign accepts that we all make mistakes sometimes yet focuses on the ways the characters style out their mishaps.

In one, a guy is left hanging without a congratulatory high five after his friend scores the bullseye on the dart board. With a bit of quick-thinking, he invents a new dance move to laugh off the awkwardness of the moment and becomes the most popular guy at the party. 

Another, sees a guy escape the rush hour chaos as he slinks through the crowd and nabs a spot on the train carriage… next to a pretty female commuter. 

While the third, Epic Slide (below) sees the absolute unimaginable happen; embarrassingly falling down in front of your friends while they look on and cringe. 

Thankfully, in all three spots, the characters manage to dust themselves off without damaging their confidence. These bitesize pieces remind guys to be confident regardless of what life throws their way and that body spray can help to rectify the situation.

“Every guy has that social moment that has disaster written all over it,” says agency creative directors Laura Visco and Adam Koppel. “We want guys to know they have what they need to not just get past those moments, but succeed.”

Confidence is one thing but let’s just hope that after seeing this ad, guys won’t overdo it on the body spray front…