:: adgruntie :: Graphite gets it

+ Print Critic takes a look at the ads in a campaign by DDB Melbourne for Graphite, a line of body sprays and deodorants targeted at males 14-25. They have no innuendos of getting people laid or anything like the Axe/Lynx brand strategy, which is also used by Tag and other similar brands.

"The idea of using females in ads is already owned by market leader Lynx, so we didn't want to go down that path," explains AD Therese Laurin. "We liked the idea of a guy being so confident that he just doesn't even care if the chicks like him or not."

So based on that alone, the ad folk over at DDB down under get a round of applause from me. If you want to see some of the work, go to Print Critic (unfortunately, unless you have a paid account you can't see the whole campaign, argh.)