The updated hair styling range from Axe looks to promote the fact that ‘First Impressions Count’, in a new campaign by BBH London.
The campaign is now live in the UK and Europe, and is set to roll out to North America later this week.
David Kolbusz, deputy executive creative director at BBH London, said: “We wanted to capture a simple truth about guys and their grooming habits. Whenever a man sees a woman he fancies, he tends to touch up his hair before making the initial approach. We dramatised this behaviour by setting it in the most extreme of circumstances.”
The campaign consists of four 20 second ads, which will be shown on TV and as pre-rolls on YouTube, showing style conscious men taking their time to get their hair just right in unexpected scenarios.