Getting dirty

In an extension of its TV spot, Axe Body spray has launched an advergame at dirtyrolling.com, Random Culture reports.
The spot shows a couple so enthralled with kissing that they roll down a hill, nearly getting hit by an Axe truck on the road below. The advergame recreates that scene.

Players must move the kissing couple into dirty objects like mud tracks as they roll down the hill; the object is to get the two as dirty as possible before cleaning up - in line with the Axe tagline, "How dirty boys get clean."

With men 18-24 the brand's primary target, its launch of an advergame is a logical way to extend the advertising.