The Work: New Campaigns - The World.

 
AXE - SHOWER - SOUTH AMERICA 
Project: Shower 
Clients: Ricardo Pimenta, Florencia Pena, Cristian Cores, Fernando 
Laratro, group marketing directors, Unilever 
Brief: Launch Axe antiperspirant stressing the difference from Axe body 
spray 
Creative agency: Vega Olmos Ponce 
Writer: Hernan Ponce 
Art director: Geert Paredis 
Planner: Diego Luque 
Media agency: Initiative 
Media planner: Patricio Buzzo 
Production company: Czar.be 
Director: Lionel Goldstein 
Editor: Patricio Pena 
Post-production: Ace Digital House 
Audio post-production: La Casa Post Sound 
Exposure: TV in Argentina, Uruguay, Venezuela, Colombia 

Vega Olmos Ponce has created a spot to demonstrate the power of Axe antiperspirant to a South American audience, as well as highlight how it works differently from deodorant by stopping excessive sweating. The execution follows the worldwide Axe theme of seduction, but adds a sweaty twist.

The lead character is a man who sweats so much that his armpits gush like fire hoses, drenching everyone around him. His girlfriend becomes determined to find a way to stem the torrent of sweat spraying all over her.

The execution also shows the man dancing in a club, covering everyone in sweat and spraying it in his friend's face as he eats a sandwich.

To cure the problem, his girlfriend uses Axe antiperspirant on the man's offending sweat glands and lives with him happily ever after. 'Now I love him,' she says.

The spot ends with the cured man walking down the beach with his girlfriend. As he puts his now-dry arms into the air, she instinctively ducks out of the way.

 
DSTV - JOHN - SOUTH AFRICA 
Project: John 
Client: n/s 
Brief: Attract subscribers to DSTV 
Creative agency: Ogilvy South Africa 
Writer: Irene Perrivos 
Art director: Dantie van der Merwe 
Planner: n/s 
Media agency: MindShare 
Media planner: In-house 
Production company: Velocity Films 
Director: Greg Gray 
Editor: Ricky Boyd 
Post-production: Deliverance 
Audio post-production: Sterling Sound 
Exposure: National TV