Axe ‘Axe Pssshhht – Cop’

 Axe ‘Axe Pssshhht – Security’

 Axe ‘Axe Pssshhht – Bouncer’

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Wish I had been in that studio with the voice over artist for cop. Great performance.”

View WISH I DID THAT showcase

Axe gives you the Axe factor – that irresistible mix of magnetism and confidence that helps you navigate even the toughest situations.

Our insight: sometimes life puts you in spots where charm and confidence aren’t optional – they’re essential. That’s where Axe steps in.

Our radio spots bring this to life through stories where our lead character uses the power of Axe to win over even the most intimidating personalities. With a spray of confidence and a dose of swagger, he always finds a way to turn the situation in his favour – no matter how hardcore the opposition.

Client/Brand: Axe

Agency: FCB Africa
Chief Creative Officer: Brett Morris
Executive Creative Director: Jacquie Mullany
Creative Director: Mponeng Sedumedi & Balekane Mokoditoa
Writer: Bongani Ntombela

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.