By Barry Janoff
December 17, 2012: It's time to welcome another player to the roster of Super Bowl marketers that will be on display this February: Axe, a men's grooming division of global company Unilever, said it would make its rookie appearance during the Super Bowl XLVII broadcast Feb. 3 on CBS.
Axe said that it's 30-second spot, "Lifeguard," would help to kick off a larger brand campaign for 2013.
Thirty-second spots are going for upward of $3.8 million, per industry analysts. Axe's lead agency for the Super Bowl is BBH London.
Unlike GoDaddy.com, which promises edgy commercials that are little more than teasers to sell domain name registrations and Web site support, Axe creative has been consistently targeting a young, male demographic with ads that, albeit tongue-in-cheek, with the promise of better lifestyles and sexier women. Taglines have included, "Spray More. Get More."
“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” Gaston Vaneri, brand director for Axe, said in a statement. “We [are] taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”
"As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories."
Axe, which launched in the U.S. in 2002, did not give details of its Super Bow spot except to say that it "includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch."
The brand has been running a teaser ad overseas entitled "Lifeguard" in which a young woman pretends to be drowning so that she can properly thank her savior, a lifeguard who simply walks into the two-foot deep pool section in which she is swimming.
The brand said it would support with a heavy dose of social media, including YouTube, Facebook and Twitter.
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