"The Gamekillers Campaign" for Axe

Winner of the Andy Bronze Award
Bartle Bogle Hegarty, London

One-Hour MTV Special Kicks Off Nationwide AXE Dry Advertising Campaign

NEW YORK, Feb. 6 /PRNewswire/ -- MTV: Music Television today announced that "The Gamekillers" will air tonight, Monday, February 6 at 11pm ET/PT. The reality-based special, produced by advertising agency Bartle Bogle Hegarty and production company @radical.media, is the result of a partnership with AXE Dry, who developed the idea and will use characters from the show to launch a new advertising campaign in mid-February. "This project grew organically from the combination of a trend-setting sponsor partner, a talented ad agency and a creative production company who all have a unique understanding of the MTV audience," said John Shea, Executive Vice President, Integrated Marketing/Brand Partnerships, The MTV Music Group. "The Gamekillers' is another example of how MTV is partnering with clients to create new, innovative solutions that connect with viewers across all of our platforms."The Gamekillers campaign and MTV special were built based on the real insight that every guy knows there are people out there who are working against him as he tries to get the girl. They come in different forms -- some friends, some rivals and some her friends -- but they all have one objective in common -- killing a guy's chance with the ladies. While guys have experienced these characters in real life, the MTV show will introduce them to the world for the first time publicly. "The Gamekillers" will have a presence across MTV multiple screens including on-air, online through MTV.com and MTV Overdrive, as well as via wireless platforms. "We believe this initiative will be successful because it is a fresh approach ... part scripted and part reality ... that illustrates guys' real life experiences," said David Rubin, Brand Development Director, AXE. "We knew that MTV was the right partner to kick-off the idea of 'The Gamekillers' -- a real consumer insight -- for the entire campaign."The advertising campaign will launch AXE Dry -- an anti-perspirant stick that keeps guys cool so they can focus on more important things, like getting girls. The creative featuring "The Gamekillers" will appear on television, national radio, college campuses, military bases and the Web and in national magazines, college newspapers and college bars.@radical.media is a diverse global production company that has produced numerous award-winning feature films and television programs including the Academy Award winning "Fog of War," the Grammy Award winning "Concert For George," "Metallica: Some Kind of Monster," winner of the Independent Spirit Award and Jay-Z's "Fade To Black". Additionally the company produced the recent critically acclaimed television series "Iconoclasts" on the Sundance Channel, "Nike Battlegrounds" on MTV, the Court TV drama "The Exonerated" and the upcoming, "Ten Unexpected Days That Changed America" for the History Channel.