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directdaily.blogspot.com - 9/27/2009

Axe Day & Night "SMS"

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To complete this ad send Axe to 2345 after 9pm New Axe Day & Night. One is suitable for general audiences. The other one is not. Agency: Lowe Ginkgo Montevideo, Uruguay.

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Needless to Say, Best Use of SMS Technology Yet Includes Boobs [Nsfw]
Gizmodo — ... The message made a server to send a multimedia message to your cellphone with the rest of the ad, so you could admire the complete image. The Mad Men would be proud. [Direct Daily] ...

Best Use of SMS Technology Yet Includes Boobs, Of Course [Nsfw]
Gizmodo — ... The message made a server to send a multimedia message to your cellphone with the rest of the ad, so you could admire the complete image. The Mad Men would be proud. [Direct Daily] ...

Axe Makes MMS Sexy
Gadget Teaser — ... an SMS to complete the image. The concept is simple, really. Show a nearly nude picture of a beautiful blonde with all her naughty bits replaced by white boxes. The ad has simple instructions: “To complete this ad send Axe to 2345 after 9pm.” The SMS generates a picture response, allowing to view the full image. Say what you want about the state of advertising and the objectification of women. This thing is clever. Damn clever. Source: DirectDaily