Who said copy ads were dead? Not me! These concept print ads for Axe’s newest collection of hair styling products make parallels to pop culture, reminding men not to forget about their hair after they’ve gotten it cut.
Spicy headlines followed by borderline inappropriate body copy are sure to keep even the below-average reader intrigued.
Back in 2013 when these concept ads were created, they were designed to keep in theme with Axe’s notorious over-the-top commercials, focused on sexuality and often unrealistic expectations of attraction. Using references to both modern and flashback pop culture, these ads focus on iconic moments in history.
Everyone’s aspiration to be “just as good looking” as their favorite celebrities push the copy forward, while condescendingly poking fun of the bizarre things celebrities do in the name of fame. The copy then calls on men who often routinely get haircuts but forget about the grooming that comes afterward, to take the next step. Posing the idea that they too can look like a celebrity by being better than their mistakes. “Don’t look like the old Justin,” for example, tells men to skip the awkward 90’s hairstyle, and instead embrace elegance with a sleek look with none other than Axe styling products.
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