Unilever launches "dirty" campaign for Axe Shower Gel

09/28/2007 | NYTimes.com

In a bid to persuade more young men to use Axe in the shower, Unilever will be launching a culture-penetrating approach advertising campaign for its Axe Shower Gel called "The World's Dirtiest Film." The full-length video, which will be shown Nov. 14 on ABC's Jimmy Kimmel Live!, will feature college students lathering up with the product after rolling around in food.

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