Mens grooming brand Axe will air a 30-second television commercial during Super Bowl XLVII. This is a first for the brand. The spot is entitled “Lifeguard,” and -- per the company -- includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch.
The commercial was created by BBH London. For more information leading up to the game, please follow AXE on Facebook and Twitter.