In the mating game, there are forces working against young guys; people whose mission in life is to cause guys to lose their cool and the girl. They are the Gamekillers. We created a dozen of these cock-blockers and taught guys how to beat them: keep your cool with Axe Dry. Then we launched these characters, and Axe Dry, onto the world in the form of a one-hour TV show that aired on MTV. Following the show, we launched an integrated, multi-media campaign that took the Gamekillers idea into popular culture.
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