AXE: Men Do Apologize TV Integration

Axe, a deodorant brand produced by Unilever, fought against gender stereotyping in Turkey by launching a TV ad during a popular series that allowed viewers to decide what happened next.

Campaign details

Brand: AXE Advertiser: Unilever Agency: J. Walter Thompson Turkey/Mindshare Turkey Country: Turkey

Campaign Summary

In line with Axe's long term strategy of having a cool male tone of voice with an emphasis on diminishing negative gender s

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands