Clios Names Axe Advertiser of the Year

NEW YORK Proving that there’s still a place for humor and a lack of subtlety in television spots, the international Clio Awards today named Axe deodorant from Unilever its 2006 Advertiser of the Year.

The product, aimed primarily at teenage boys and young men, will be honored at the upcoming Clio Festival in Miami’s South Beach, May 13-16.

“Unilever’s Axe is a brand that exhibited courage in developing edgy, breakthrough creative work worldwide,” Ami Brophy, executive director of the Clio Awards, said in a statement. “They have true insight into their audience and have implemented a highly creative, media-agnostic advertising approach to successfully build the Axe brand into a market icon.”

The Advertiser of the Year award is given to a client “who achieves creative leadership and consistently demonstrates a commitment to creative innovation in advertising,” according to the awards organization. Previous winners include Anheuser-Busch, Guinness, Volkswagen, Ikea, Nike and Sony Computer Entertainment America for its PlayStation game.

Bartle Bogle Hegarty in New York handles Axe creative.

The Clios are owned by VNU, parent of Adweek.