{"id":36291,"date":"2026-03-11T10:04:59","date_gmt":"2026-03-11T17:04:59","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=36291"},"modified":"2026-03-11T10:04:59","modified_gmt":"2026-03-11T17:04:59","slug":"axe-uses-cavemen-and-comedy-to-launch-next-generation-spray-system","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/axe-uses-cavemen-and-comedy-to-launch-next-generation-spray-system\/","title":{"rendered":"Axe Uses Cavemen and Comedy to Launch Next-Generation Spray System"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Axe is evolving its brand identity by addressing its long-standing association with &#8220;teenage excess&#8221; through a new platform: &#8220;The History of Overdoing It.&#8221; This campaign, which utilizes a humorous, academic-style narrator, acknowledges the &#8220;Axe cloud&#8221; phenomenon while introducing a redesigned spray system that offers lighter application and more control.<\/p>\n\n\n\n<p>The shift reflects both technical product innovation and a response to changing consumer behavior. By turning the brand\u2019s history into a punchline, the :15 &#8220;A History of Overdoing It&#8221; aims to entertain young men through a playful, escapist tone rather than a traditional lecture.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on American males\u2019 response to the spot.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-1024x576.png\" alt=\"\" class=\"wp-image-36293\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11083936\/image1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong><em>Among male viewers:<e\/m><\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Among American males, the :15 &#8220;A History of Overdoing It&#8221; was a top-decile performer (90th in overall response) in the personal care category, signaling that the creative formula worked at a macro level and warrants sustained media investment:<br \/><br \/>\n<ul>\n<li>The ad exhibited strong breakthrough ability, with Attention (+63 pts over 90-day personal care norms) and Likeability (+71 pts) easily surpassing the average personal care ad among male viewers.<br \/><br \/><\/li>\n\n\n\n<li>Top decile Watchability (92nd percentile) was fueled by the humorous creative execution, with the Funny emotion firing most strongly. Male viewers identified the characters (17% Single Best Thing vs 12% benchmark) and the visuals (19% vs 15% norm) as top reasons for the ad&#8217;s success, both contributing to a highly entertaining experience.<br \/><br \/><\/li>\n\n\n\n<li>Despite the character-driven humor, the product itself was still central, and unaided brand recall for Axe came in +19 pts over average, at 83%. Relevance landed +101 pts above-norm \u2014 the largest gap of any component and at the 90th percentile. This confirms the caveman\/overconfidence humor archetype is culturally on-code with this audience. The word cloud reinforces this: &#8216;funny,&#8217; &#8216;good,&#8217; &#8216;body,&#8217; &#8216;smell,&#8217; and &#8216;axe&#8217; dominate \u2014 the brand and product benefit was also received clearly.<br \/><br \/><\/li>\n\n\n\n<li>This :15 spot appealed to men of all ages (especially 21+) and persuaded 59% to increase consideration, outpacing norms by an impressive +14 pts.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"887\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-1024x887.png\" alt=\"\" class=\"wp-image-36300\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-1024x887.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-300x260.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-370x320.png 370w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-768x665.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b-1536x1330.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084055\/image6b.png 1991w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul>\n<li>However, second-by-second trace points to a vulnerability among the key M16-20 (among whom the ad placed slightly above-norm in the 65<sup>th<\/sup> percentile, but its lowest age contingent). These young males showed limited engagement despite the :15 length:<br \/><br \/>\n<ul>\n<li>Emotional profiling among male viewers revealed notable Inappropriate response as well as some signal for Irksome and Risqu\u00e9, with signal for Exploit also measured (fairly even across age).<br \/><br \/><\/li>\n\n\n\n<li>Viewer sentiment from the male audience reveals a successfully entertaining ad that reinforced existing brand users, but also might risk putting off a small portion of viewers with potentially offensive stereotyping. For many men, the caveman concept resonated strongly as funny and unexpected and successfully broke through ad clutter. However, a few felt insulted (or thought some might be) by the caveman reference.<br \/><br \/><\/li>\n\n\n\n<li>Current Axe users responded very positively, reinforcing their brand choice.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"466\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-1024x466.png\" alt=\"\" class=\"wp-image-36301\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-1024x466.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-300x136.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-640x291.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-768x349.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2-1536x698.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084057\/image7b-2.png 1993w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"846\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2-846x1024.png\" alt=\"\" class=\"wp-image-36296\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2-846x1024.png 846w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2-248x300.png 248w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2-264x320.png 264w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2-768x930.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084049\/image2b-2.png 997w\" sizes=\"(max-width: 846px) 100vw, 846px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"847\" height=\"1024\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2-847x1024.png\" alt=\"\" class=\"wp-image-36297\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2-847x1024.png 847w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2-248x300.png 248w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2-265x320.png 265w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2-768x929.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084051\/image3b-2.png 997w\" sizes=\"(max-width: 847px) 100vw, 847px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"572\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084053\/image5b-2.png\" alt=\"\" class=\"wp-image-36299\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084053\/image5b-2.png 520w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084053\/image5b-2-273x300.png 273w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084053\/image5b-2-291x320.png 291w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Sample comments from male viewers on the &#8220;A History of Overdoing It&#8221; :15<\/strong><\/p>\n\n\n\n<p>&#8220;Axe is a great brand. I am a current user of their deodorant spray and I prefer the spray much more than the stick. Also, Axe offers a ton of scents to make men favorable to women.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI use Axe spray, not the deodorant, but I do love the spray because of the smell and scent selection they have.\u201d<br \/><em>Male 21-35<\/em><br \/><br \/>\u201cI thought it was funny and I liked it. The fact that you were applying the deodorant spray to cavemen was a nice, but funny surprise. I don&#8217;t think you are making a remark about your customers, but I would recommend watching out for that. I&#8217;m curious if you have done anything new though? I haven&#8217;t seen an Ace body spray ad in a while, but this one, beyond being funny, didn&#8217;t seem all that special. What&#8217;s new? Why should I swap to Axe body spray?\u201d<br \/><em>Male 16-20<\/em><\/p>\n\n\n\n<p>\u201cI really like how the product was described in the ad.\u201d<br \/><em>Male 21-35<\/em><em><br \/><\/em><em><br \/><\/em>\u201cThat body spray sprays faster and lasts longer.\u201d<br \/><em>Male 36-49<\/em><em><br \/><\/em><em><br \/><\/em>\u201cI think it&#8217;s cool to use cavemen, but I don&#8217;t know how it makes me feel about buying Axe based on it?\u201d<br \/><em>Male 16-20<\/em><em><br \/><\/em><em><br \/><\/em>\u201cI thought it was a very creative and funny way to advertise Axe and their new scent.\u201d<br \/><em>Male 21-35<\/em><em><br \/><\/em><em><br \/><\/em>\u201cAxe doesn&#8217;t usually show comedy, but it&#8217;s nice to see them taking that approach.\u201d<br \/>Male 21-35<br \/><br \/>\u201cClever and funny, but probably will get backlash depicting men and women in those roles. However, I found it hilarious and entertaining.\u201d<br \/><em>Male 36-49<\/em><em><br \/><\/em><\/p>\n\n\n\n<ul>\n<li>&#8220;A History of Overdoing It&#8221; compared quite favorably within the male audience to multiple competitive deodorant ads, and exhibited a clear advantage over the humor attempted by Dr. Squatch:<br \/><br \/>\n<ul>\n<li>The spot also outpaced the recently released Old Spice update of their &#8220;Momsong&#8221; ad. The more balanced approach of the characters and visuals still keeping the product central helped the ad&#8217;s persuasion power significantly.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"598\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1024x598.png\" alt=\"\" class=\"wp-image-36304\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1024x598.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-300x175.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-548x320.png 548w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-768x448.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1536x897.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b.png 1994w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"583\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-1024x583.png\" alt=\"\" class=\"wp-image-36302\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-1024x583.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-300x171.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-562x320.png 562w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-768x437.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2-1536x874.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084059\/image8b-2.png 1995w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"426\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-1024x426.png\" alt=\"\" class=\"wp-image-36305\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-1024x426.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-300x125.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-640x266.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-768x320.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1-1536x639.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084105\/image11b-1.png 1996w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-1024x582.png\" alt=\"\" class=\"wp-image-36307\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-1024x582.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-300x171.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-563x320.png 563w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-768x437.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b-1536x873.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084111\/image13b.png 1996w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul>\n<li>&#8220;A History of Overdoing It&#8221; over-indexed dramatically vs norms and these competitive ads with 21\u201335-year-olds (+140 pts above norm) and 36\u201349-year-olds (+102 pts), but saw a much smaller delta among 16\u201320 males:<br \/><br \/>\n<ul>\n<li>The &#8216;caveman\/history of overdoing it&#8217; nostalgia framing may be landing more strongly as a self-aware millennial joke rather than connecting with true Gen Z sensibilities (younger males still showed overall positive (just weaker) response). All but one of the competitive ads fared more favorably than the brand\u2019s new spot with M16-20.<br \/><br \/><\/li>\n\n\n\n<li>The Axe ad also turned off younger women 16-35 as well as older women 50+, suggesting male-dominant programming would be best favored.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"598\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-1024x598.png\" alt=\"\" class=\"wp-image-36306\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-1024x598.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-300x175.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-548x320.png 548w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-768x449.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b-1536x898.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084109\/image12b.png 1995w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"599\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-1024x599.png\" alt=\"\" class=\"wp-image-36308\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-1024x599.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-300x175.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-547x320.png 547w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-768x449.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b-1536x899.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084113\/image14b.png 1995w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul>\n<li>The top three ads within personal care among male viewers over the past year all concerned oral hygiene\/care. These :15 ads focused on education on something new (Change) to drive Relevance:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"598\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1024x598.png\" alt=\"\" class=\"wp-image-36304\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1024x598.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-300x175.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-548x320.png 548w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-768x448.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b-1536x897.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084102\/image10b.png 1994w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"581\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-1024x581.png\" alt=\"\" class=\"wp-image-36298\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-1024x581.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-300x170.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-564x320.png 564w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-768x436.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2-1536x872.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2026\/03\/11084052\/image4b-2.png 1995w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: LOLA MullenLowe<\/i><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Axe is evolving its brand identity by addressing its long-standing association with &#8220;teenage excess&#8221; through a new platform: &#8220;The History of Overdoing It.&#8221; This campaign, which utilizes a humorous, academic-style narrator, acknowledges the &#8220;Axe cloud&#8221; phenomenon while introducing a redesigned spray system that offers lighter application and more control. The shift reflects both technical product&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":36292,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/36291"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=36291"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/36291\/revisions"}],"predecessor-version":[{"id":36317,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/36291\/revisions\/36317"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/36292"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=36291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=36291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=36291"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=36291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}