Super Bowl ads: Axe goes back to bikini -- and outer space
A 71-second exposure as seen from Port Canaveral, Fla. SpaceX's Falcon 9 rocket successfully lifted off from Cape Canaveral Air Force Station, bringing supplies to the International Space Station. (Oct. 7, 2012) Credit: AP
Good ol' Axe deodorant -- adherent to one of the oldest rules in TV advertising, which can be expressed thusly: Put a woman in a bikini; men will watch and maybe even buy the product. And so it will go this Sunday when Axe once again goes to the well, although there's a new twist here. Win a trip to space!
Axe released its (first ever) Super Bowl ad Monday, bucking something of a trend this year. Many advertisers are eschewing early release online in favor of ad teases. These tend to hint at something amazing in the forthcoming Super Bowl ad.
But Axe reasoned that many people already know about the trip-to-space promotion which ends Feb. 3. The idea is to offer one of 22 tickets (retail price: $95G) for a trip aboard the suborbital craft, Lynx, owned by Space XC, which wants to offer commercial flights into space in a couple of years. Space X -- the launch, above -- is somewhat different. It's supply ship to the International Space Station. The ad:
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