Frat Boys To Freshen Up

Indiana Daily Student: Not only are “dirty boys getting clean” by Axe hygiene products, but so are their bathrooms.
In an effort to promote their new shower gel, the makers of Axe products are holding a nationwide “Pimp My Fraternity Shower” in which members of fraternities are asked to take a picture of their soiled, mildew-ridden bathrooms. The public will vote on the most appalling lavatory online and the winner receives a $15,000 bathroom makeover, according to the contest Web site,
“Most fraternity showers are just disgusting and people wouldn’t even think about using them,” said Tina Reejsinghani, AXE brand marketing assistant.
In addition to a glorious new place to brush their teeth, “Pimp My Fraternity Shower” winners will host a party with representatives from Axe, including “Axe angels,” — described by Reejsinghani as “very good looking girls that like to party at Axe get-togethers” — at their house to celebrate their pimped-out bathroom.

About David Burn

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.