Week 7 EOC: Pitch

I will be doing a commercial for Axe deodorant spray. The commercial will be marketed to men.  The commercial will star a mid-heavy set male dressed in a filthy “wife beater” tank top.  His top will look obviously worn continuously for a number of days, it will be off white with dirt marks, food stains, and other contributing signs of wear.  He will also be wearing cargo shorts. Let’s call the star of the commercial Joe. The spot will open with Joe waking up in the morning. His alarm clock will go off and the time will be 11 AM. He will swing his arm over to turn the alarm off. The camera will pan out and show his room: messy laundry all over the floor, bed completely undone, cups of soda and candy wrappers litter throughout the room. Basically, Joe never cleans his room.  There is underwear tossed around the room, but to our surprise they are women’s panties. He gets out of bed and makes his way to the room. As Joe walks he begins to limp, there is something in his sock (the only sock he’s wearing). Joe looks down and digs through his sock to find what is bugging his foot. Out from his sock he pulls out a woman’s pantie. The pantie does not surprise him, as if he is used to it. He tosses his sock over his shoulder to gather with the other panties. Joe makes his way to the restroom. He urinates, a shot of it trickling down then a huge gush of it comes down into the toilet. As he attempts to flush it doesn’t. He then attempt to turn on the shower, with little success the shower only drips. Then he attempts the faucet, only drops come out as well. He looks into the mirror to check his appearance. Then he lifts up his arm to smell his armpit to check for BO, he makes a disgusted face to express the bad odor. Joe reaches in to his bathroom drawer and pulls out a can of Axe. He sprays it on his armpits. He then cups his hands to check his breath, he makes the same face at his armpit odor. He comes up with a solution. He sprays the Axe in his mouth, to his surprise the spray tastes horrible. He gets into some sort of tantrum and falls to the floor. Joe gets up and checks his can of Axe, its empty. He closes his front door. Joe begins to walk down the street. As he walks down the street he brings with him a big cup of soda. On his way down the street he walks past a woman. Joe calls outs to the woman and says, “What’s up sugar”? Then he wipes snot from his nose with his hand. But what the women sees is completely different. As she walks past Joe she gets a whiff of his scent, the Axe spray. Her view of Joe changes, Joe then is seen nice and tidy. He is wearing a button-up shirt, tie blazer, pants and all. She hears Joe say, “What’s up sugar”? But she hears him say it with a suave voice. As she passes him she says, “Wait”! She Grabs hand. Joe and his new woman friend arrive and walk into a store. As they walk into the store a woman walks past them, gets a whiff of Joe, turns around and says, “Hey”! Joe then grabs a new can of Axe, pays for it. Joe then sprays some more Axe on his armpits. Close up on his woman friend’s face smiling. Then a short clip of Joe’s front door closing will end the commercial.  The door will blur out and the Axe can will fade up. The Axe can will be shortly introduced, short description and slogan. The door will open slightly. A hand will come out and place a sock on the door knob. Then fade to black.