AXE Hair, the No. 1 men’s hair care brand, has teamed up with Universal Pictures’ upcoming comedy Ted to create a one-of-a-kind partnership that speaks to the irreverent nature and humor of both the film and the AXE Hair brand. Complete with branded digital content and television commercials starring the film’s title character, Ted, and directed by Ted and Family Guy mastermind Seth MacFarlane, the partnership takes a comedic look at the interactions between guys and girls. Ted hits theaters on June 29.
Much like Ted’s character in the film, the AXE Hair content shows that Ted is able to get away with anything due to his soft “Teddy Bear Hair” and unmatchable confidence. In the commercials, Ted boldly puts the moves on his dinner date and shares the secret to his confidence, AXE Hair styling product, with a nearby couple at the restaurant.
On June 22, AXE Hair will premiere the full-length, racy version of the content, appropriate for mature audiences only, as well as a shorter, general audience-friendly version online at YouTube.com/AXE. The shorter spot will also live online on Facebook.com/AXE and will hit broadcast television on July 2.
“Ted’s audience shares the same tongue-in-cheek sense of humor of AXE Hair’s customers,” said Stephanie Sperber, President, Universal Partnerships & Licensing. “These two brands celebrate embracing the fun side of everyday interactions, and the partnership made perfect sense. We’re so glad AXE Hair came on board with the comedy.”
Be sure to look for an on-screen cameo by AXE Hair when Ted hits the big screen on June 29. In the bathtub scene, Ted uses AXE Anti-Dandruff 2 in 1 Shampoo + Conditioner to achieve soft, touchable “Teddy Bear Hair” before a big night out.
“We’re excited to be partnering with Ted and creating this one-of-a-kind, entertaining content,” said David Rubin, marketing director for AXE Hair. “Like all AXE creative work, these spots take a humorous approach to the interactions that happen between guys and girls, and we’re thrilled to be sharing exclusive content with AXE fans that are looking forward to seeing this movie.”
Guys and girls can get access to behind-the-scenes footage from the filming of this content and learn how to get irresistible “Teddy Bear Hair” by visiting YouTube.com/AXE and Facebook.com/AXE.
AXE, a leader in men’s care, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men’s grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant body sprays, AXE is the largest men’s deodorant brand in the U.S.
The brand’s mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.
Family Guy creator Seth MacFarlane brings his boundary-pushing brand of humor to the big screen for the first time as writer, director and voice star of Ted. In the live action/CG-animated comedy, he tells the story of John Bennett (Mark Wahlberg), a grown man who must deal with the cherished teddy bear who came to life as the result of a childhood wish…and has refused to leave his side ever since. www.tedisreal.com
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, CLEAR SCALP & HAIRTHERAPY, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America –generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.