AXE Deodorant is known for its often risqué ads, using one of the two surefire techniques of drawing attention (the other is humor). But that’s not what I’m writing about. I noticed their latest TVC for AXE for her which was shot in a major city that looks and feels like a major city in North America, except that it’s not!
Shooting ads in foreign cities is a common practice, for costing reasons, but also – in the case of multinational companies with global brands; for practicality.
A shampoo brand from say, Unilever or P&G, shoots multiple versions of for its global campaigns to appeal to different international markets. One little trick includes shooting brunette models with “ethnically neutral” features, that could be used for Latin American markets, Southern Europe, Mediteranean Countries, and most Asian markets.
Now back to AXE, the TVC was shot in Buenos Aires, Argentina. Notice the cars that are mostly smaller compact sedans like those in Europe. And the tilted city bus is not a common bus found in North America.
The buildings, skyscrapers, cityscape, and city park, however could easily double as any major American city.