Axe launches ad for iPhone

Axe, the deodorant brand by Unilever is targetting men through unconventional channels. It was committed to adapting its existing and successful online web asset, "Dirty Night Determinator," a Flash-based gaming unit, to run on the iPhone.

The "Dirty Night Determinator" promotes a shower product that's a sort of loofah for men.

When users click through to the tongue-in-cheek, game-based ad unit, they can use a drop-down menu to determine how "dirty" their night was, and based on that, the game will identify areas on the body that need scrubbing and provide tips on how to clean.

In December, it became the first advertiser to run a full-scale, Flash-simulating iPhone campaign, bringing its online ad to users of the Apple handset.

"Consistency in messaging is always a priority for any brand, and Axe is no different," said Shane Kent, brand manager, Axe Personal Wash.

Moreover, Kent said, "Axe ... likes to be the first to flirt with new technology." He said it's a sign that the brand is innovative, and it gives consumers "something unexpected, as opposed to a static ad that gets lost in the clutter."