Axe Calls Old Spice Out

Axe deodorant strikes back at Old Spice with a competitive billboard targeting Old Spice and it's consumers.

The billboard hit Toronto Streets in October 2010 and generated a ton of buzz amongst consumers.

This is good for both competitors actually as it reminds consumers about the Old Spice horse advertisements and challenges consumers to switch back to AXE.

Very strategic and playful advertising.