When flakes appear, women disappear. It’s that simple.
There are some brands that creatives dream of getting their hands on. AXE is one of them. So when they approached us to help boost awareness of their anti-dandruff shampoo products, we grabbed on tight. Young fellas who were suffering from game-killing flakes were overlooking AXE and picking up medicinal-smelling shampoos instead. Turns out, that's just trading one problem for another. So we created a TV spot called "Dusted." The idea behind the spot was based on a pretty simple truth—you can't get girls if you have flakes. In fact, dandruff might just make them disappear from your life altogether. When all was said and done, AXE was happy. We were happy. And all those ladies who hate dandruff, they were probably happy, too.