On January 11, 2010 Axe released their Clean your Balls campaign. The 2.45 minutes long video, which was uploaded to YouTube, promotes the new Axe Detailer in a parody of TV Home Shopping commercials.
The Axe Detailer is meant for cleaning man’s balls, but in this commercial, is demonstrated on cleaning all kinds of sport balls. Even though there is no actual reference to man’s genitals, the commercial is highly suggestive.
The commercial starts off with a typical TV Home Shopping setting: A studio with desk, a big “AXE” decor, and enthusiastic public. After the tune, a enthusiastic woman wearing a tight shirt, called Denese Saintclaire (Spokesperson) walks on stage and addresses the viewer. She introduces her co-host, Monica Blake, ex-Tennis player.
The two explain the importance of having clean equipment, and demonstrate how normal soap and sponge won’t clean a dirty soccer ball. Next, the Axe Detailer is introduced, and demonstrated on two golf balls. After some light scrubbing, the balls are indeed clean, and Monica hands them over to Denese. A very suggestive scene follows, where Denese slowly rolls the balls through her hands, ending up with “”Wow… I can play with these balls all day!”
The following scenes allow people from the audience to challenge Monica, and breezes through the callenges of cleaning some “fuzzy balls” and a “Ball sack”. Ultimately, an old man enters the stage, asking: “monica, can you help me with these dirty balls?”
The man hands over two old, deflated, muddy balls, and Monica gets to work. When done, the man gets back two shiny, inflated as-new balls. The crowd goes wild! The commercial ends with an overview of the Axe product line, and a telephone number, which can be dialed: 1-877-3AXE-BALL.