Punch line: Taking a page from Red Bull’s book, Axe launches a ‘Space Academy’ campaign, with a contest that sends winners on a space ship to the moon.
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Excerpted from brandchannel.com’s, “Super Bowl Ad Watch: Axe Challenges Red Bull With Space Mission”
Axe has made its reputation with edgy advertising that makes no bones about why it believes young men should use it — to attract women to them as if they’re sexually magnetized.
Now, the Unilever brand is pushing the envelope just a bit more in two ways: …
Axe is entering the Super Bowl advertising derby, and launching a Red Bull-esque promotion in which it promises to send 22 people just to the edge of space, with the tagline: “Leave a man, come back a hero.”
The space promotion campaign involves what it’s calling the Axe Apollo Space Academy. The brand’s new online contest promises to send winners to the edge of space and back aboard a private craft: a Lynx space plane built by the U.S. company XCOR Aerospace and operated by the tourism firm Space Expedition Curacao.
“Space travel for everyone is the next frontier in the human experience,” Buzz Aldrin said in a statement. “I’m thrilled that Axe is giving the young people of today such an extraordinary opportunity to experience some of what I’ve encountered in space.”
Axe apparently hopes to generate some of the kind of buzz that Red Bull created last year when it financed a jump by daredevil Felix Baumgartner at 700 mph from a balloon at the edge of space.
Edit by BJP