IDEA: Thank God it's Wednesday? Unless you're the Geico camel, you've never uttered those words. And Monday's even worse, particularly if you're not that into football.
But Axe wants to redeem those two unheralded days of the week—all weekdays, in fact—to sell more fragrance products.
"The issue was that guys were using an expensive fragrance for the weekend only, and a plain antiperspirant during the week," said Wesley Hawes, creative director at BBH London.
The solution? Make weekdays seem like weekends, which BBH does in two high-energy Axe spots that challenge guys, manifesto-style, not to let a little work get in the way of their play.
Source: http://www.adweek.com/