TV ad: Axe: What's Your Move?

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AXE has always celebrated positive moves in the game of attraction and now wants to do the same in the world of gaming. AXE, the official men's grooming partner of League of Legends esports global events, has just launched its first campaign; "What's Your Move?" at the 2019 World Championship. Created with 72andSunny Amsterdam, the integrated campaign aims to inspire moves in and around the game. The partnership reinforces the grooming brand’s commitment to use their AXE GAMING platform to inspire and enable gamers to bring their confident moves in connecting with others. AXE was announced earlier this month as the official men’s grooming partner of League of Legends Esports’ global events. To introduce AXE Gaming and its irreverent tone to the League of Legends Esports community, an integrated campaign ‘What’s Your Move?” kicked off with a 30’ teaser which presents a Talking AXE Can. The customized Ice Chill can is inspired from the gaming world. The coolest bit of the video? When the can is sprayed, it delivers an iconic League of Legends line from the game.