Commercial Critique 2: Axe- "Premature Perspiration"

Argentinian agency Ponce struck gold at Cannes with this spot advertised by Axe. The commercial features a selection of men with the problem of "premature perspiration", obviously playing off the problem of premature ejaculation. The spot shows men, after seeing an attractive female in a compromising position in real life, suddenly and violently sweating under their arm pits. The narrator goes on to encourage people not to sympathize with anyone with this problem and to encourage them to seek help immediately. The solution, according to Axe, is their new product that fights against premature perspiration and, above all, helps guys get girls.

I believe that the spot was very well produced with a simple cinematography that got the joke and point across. Unfortunately, I don't think that this commercial will be airing in the States any time soon. Although personally I would be fine with it, I don't think the American public would be fine with it on network TV. I do think it could succeed as a viral hit, which it has so far. I think the slow motion filming accents the feeling of guilt and depression that is supposed to go along with the idea. I think that the ratio of CGI and live action fits perfectly into making a great spot.

It definitely deserved the Gold Lion it won this year.