illette Co broke the first ads for Tag body spray in the US. The campaign looks much like that of the brand it�s out to counter - Unilever�s Axe. The estimated $50-million "Consider yourself warned" campaign by Havas� Arnold Worldwide, Boston - the agency�s first work for a Gillette consumer brand - includes a series of humorous vignettes showing the sex-laced consequences of using the body spray.
Unilever�s Axe uses a similar approach with humorous, sex-laden ads, including a TV ad in which a woman becomes attracted to a mannequin after it�s sprayed with body spray, and radio ads for a fictitious law firm, Huckster & Huckster, that seeks to represent young men who are sexually harassed due to the deodorant�s irresistible effect on their female bosses. The brand has since expanded into roll-on antiperspirants and into a body wash, with ads to support the latter scheduled to break later this spring from Bartle Bogle Hegarty, New York.
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