Axe is online with a new branded entertainment work: Let the game continue. It’s an online movie, sticky, sexy and ironic as we expect Axe to be.
Btw, it’s so funny to see how men cannot resist, even in the worst conditions, to beautiful women 
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Really nice work!
My CD at my agency blurted out in a meeting with all his senior creative staff “Trident Gum website, discuss.” (http://www.tridentgum.co.uk/)
It had a mixed response, but for my part I disliked it and gave up on the site after a few minutes? Why? Because it was a 10minute advert, and I didn’t want to watch a 10 minute advert, there are better things to do on the internet as far as I am concerned. However, this Axe site is also a 10 minute advert, but I liked this, so what is the difference?
Well Axe gives the control over to the user, online marketing succeeds when it is interactive, and those little touch points where it asks ‘Don’t continue’ and ‘Let the game continue’ letting the user control the destination of the movie makes the difference, and it is a huge difference. So that is in my opinion, why it works, well that and chicks in light bulb bikini tops anyway.
It’s amazing to me how Axe and Tag are using such overt, blatant tactics. and they work, because we men are incredibly simple creatures.
/goes to buy Axe