Soap So Strong It Washes The Web

I’m really glad Gavin Mevius of took the time to describe the inner workings of, a digital promo from Axe Bodywash, a.k.a. Lynx, because my brain might have blown a gasket trying to decode it.

The experience starts on a fake Men’s Magazine known as Ralph, set to a remix of KiD CuDi’s Day n’ Nite.
What follows is a story that brings you through several recognizable places on the internet, with the next stop being Quiksilver (the clothing company) where a pool party literally spills out of its video box.

And on from there, until one ends up at the Facebook page for Lynx. The page has 34,587 fans at the time of this post.
The digital campaign is the work of independent Australian gaming company agency, Soap Creative.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Just an FYI – Ralph’s not a fake men’s magazine. It’s a real one here in Australia:

  2. Sorry about that. I promise to research my Men’s magazines a bit better next time.

  3. WOW…this is one of the most interesting ads I’ve seen in a while! I would have never been able to decode it either, but I’m glad I ran across it through your post! Unique to say the least. Thanks!

  4. Hi David, glad you like the campaign. Just a point of correction, Soap is a full-service digital agency. We’re known for our games but also hopefully much more.
    But many thanks for the mention!