AXE DEODORANT: SOCIAL ACTIVIST

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Released:	January 2007
Advertiser:	UNILEVER
Brand name:	AXE DEODORANT
Agency:	Lowe MENA
Country:	UNITED ARAB EMIRATES
Category:	Cosmetics & beauty products
Tags:	Dubai

Credits:

Advertising Agency: LOWE MENA, UNITED ARAB EMIRATES, Dubai
Creative Director: Sanjay Mathur
Scriptwriter: Sanjay Mathur/Santosh Patil
Agency Producer: Mehul Atha
Account Supervisor: Rupen Desai


Script in English
FVO1:It gives me great pleasure that the young men of today are committed to improving the urban environment. A fine example is a young man living in my building. He was in the parking lot, getting into his car to go to work. When suddenly 5, no it was 6. 6 young women jumped into the car with him. Yes it was tight. Yes they were all squeezed around him. But no one complained. Now do you realize what it means if one young man has six young women squeezing into the car with him? It means six cars less on the roads. Emissions are lowered. Congestion is reduced. And this is just the contribution of one young man who uses Axe. I request every young man to use Axe as his civic responsibility. Or else, I’ll go on a hunger strike!

SFX:Loud applause.

ANN:Axe Deodorant. Creating Model Citizens.
Script in Orginal Language
FVO1:Mujhe khushi hai ke aaj ke naujawan mard aapne shaher ke paryavaran ko sudhaarne ke liye kaam kar rahe hain. Maine aapne building ke parking lot main aaisey hi ek naujawan mard ko dekha. Office jaane ke liye jaise hi usne aapni car ka darwaza khola toh achanak se paanch....... paanch nahin chey, chey ladkiyan aakar uske saath seedha car ke andar ghus gaiyen. Saans lene tak ki jagah nahin thi andar. Ladkiyan ek doosre ke upar the. Lekin kisi ladki se complaint ki chu tak nahin niklee. Aab ek gadi ke andar ek naujawan ke saath chey chey ladkiyan, iska matlab samajhte hain aap ?? Chey ladkiyan yaane shaher ke raaston par chey gadiyan kam. Yaane shaher ke paryavaran mein chey gaadiyon ka zeharila dhuaa kam. Yeh
naujavan mard jo axe lagakar apne ghar se nikalte hain, apne shaher aur samaj ke barein mein soch rahen hain/kuch kar dikha rahein hai. Meri binti desh ke har naujawan mard se hain ki voh Axe istimal kare apna kartavya samajhkar. Varna main bhookh hadtaal karoongi.

SFX:Loud Applause.

ANN:Axe deodorant. Samajik unnati ke marg pe.
Brief Explanation
India has a rabble rousing female social activist who stages demonstrations, goes on hunger strikes championing life and environment improvement causes. This advert imitates a Female Social Activist addressing a crowded demonstration rally on the streets of India.