Momsong
Award: Wood Pencil
Wood Pencil / Radio Advertising / Radio Advertising over 30 seconds / 2015
For years, Old Spice has been a badge of manliness for men around the world. Experienced guys of all ages choose the brand, leaving AXE as the go-to option for immature boys. Aware of this, AXE has tried to evolve their brand and avoid being labeled juvenile. Smellcome to Manhood aimed to remove AXE as the choice for young guys who try too hard, since Old Spice is the only real choice for men.
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