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“World’s Dirtiest Film”

This article was originally published in The Rose Sheet

Executive Summary

Unilever brand Axe is requesting user-generated video clips of "guys and girls getting dirty ... and then clean using Axe Shower [Gel]" for possible inclusion in "The World's Dirtiest Film" presented by David Spade, to be aired on Jimmy Kimmel Live on ABC Nov. 14. "To kick off the campaign, Axe Shower created a 5,000 square-foot mobile playground for guys and girls to get dirty so we can showcase that they can have just as much fun getting clean with Axe Shower," according to recent release. Playground includes "a rainfall of water, a foam machine, disco lights, music and all the Axe shower product you can handle." Axe's humorous, sex-charged advertising campaigns have proven successful with young male consumers in the past and earned the brand Webby nominations for Cosmetics Site of the Year (1"The Rose Sheet" April 16, 2007, p. 5)...

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