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Dirty movie magic Unilever’s new campaign for Axe Shower Gel will see college students jumping into giant ice cream sundaes and mounds of mashed potatoes and honey.
When the students have gotten as dirty as possible, they will head off to the showers to clean up with the soap alternative, according to The New York Times.
Unilever has been successful in selling Axe body spray and deodorant, so now, with the help of actor David Spade and what Unilever is calling The World’s Dirtiest Film, the company is hoping to encourage men to use Axe in the shower.
The film will include footage from the college campus events, professional skits and consumer generated videos. David Spade is helping the Axe brand team pull the film together, which will then be shown on Jimmy Kimmel Live on ABC in November.
The campaign includes partnerships with Facebook and CollegeHumor.com. Facebook is sending out news feeds about the campaign to its male users in the 18-24 demo, while CollegeHumor.com is featuring the campaign on a website.
Unilever paid ABC to have Kimmel announce the user-generated aspect of the campaign on his show. The company is awarding iMacs and Sony camcorders to several people; one participant will win a trip to Los Angeles. It has also changed its approach to TV ads, running fewer of them but in more expensive slots.
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