This is rather old and I’m sorry if you have already seen it but this only came to my attention recently.

At first glance it looks like a great piece of competitive advertising and we all like a bit of competition.


Then if you really think about it, it’s actually rather lame and really misses the boat entirely. Even if Axe is targeting the more youthful sex driven teenager lads and even though this line is slightly appealing whilst being sharp it just lacks that charm which Old Spice had and just to be certain they throw in the rankings at the bottom. Why didn’t they try and incorporate the #1 ranking as the lead message for the header copy in the first place? was someone being lazy?

Please don’t try and steal thunder unless you have a valid point and thought it through thoroughly.

Kind of what happened to Audi here, quite a long time back.