The Power of Advertising for Commercial Brands: A Closer Look at the Clix Axe Fragrance

Once in a while there comes along a commercial that is funny and original. Some years, television viewers have to wait until a big event like the Super Bowl which is broadcast around the world and domestically to millions of viewers before a good commercial is finally seen. Do you remember those Budweiser commercials with the talking frogs on the pond? Those originated from the Super Bowl air time which by the way costs advertising companies millions of dollars for even a 30 second ad during the Super Bowl. However studies have shown that funny and original commercials aired during large media events like the Super Bowl do pay off.

Likewise, original and unique commercials aired during prime time television will get viewers to buy a particular product, especially if a company is coming out with a new edition or new version or new item that is in demand that people have forgotten about. For example, I recently saw a series of Axe fragrance and scent commercials for their new product called Clix Fragrance spray. Now the commercial was hip and looked cool and was original. What did I like about the commercial so much you might ask? I'll tell you and the results are more surprising than they may initially seem.

The Axe fragrance commercial contained a male model walking around with a counter device; the type when you push down on the button, the next number comes up. For example if the number 10 is showing, clicking the button will produce 11, 12, 13 and so forth in series in increasing order. So getting back to this commercial- the male model held this clicker device and every time he received a smile, glance or wink from an attractive woman, female models were used for the commercial as well, the man would click another time on his counter. In another cut in the commercial when the man is in an elevator, the clicker shows the viewer that he is past one thousand clicks.
In a funny side part to the commercial, a man who looks like an average looking guy steps into the elevator with the male model also holding a clicker. However, his clicker has more clicks than the male model which makes the segment in the commercial funny when it is initially viewed.

The end of the commercial displays the product that is being advertised which is the new Axe fragrance for men called Clix. A clever name and a clever commercial going hand in hand. Clicks of a counter device for a new fragrance called "Clix." The final scene of the commercial also showed the details of the product and information that if initially showed at the beginning of the commercial, would lose the viewer's attention.

In advertising it is so important, especially with television commercials to grab the audience's attention right away because people have very short attention spans. Television viewers like flipping the channels when their favorite shows change to commercials and grasping the viewer's attention is critical to any commercial, especially when selling a product in stores.