AXE launches the ‘Apollo’ of Super Bowl ad campaigns

By Jay Keller

When it comes to unexpected commercials, AXE has always been somewhat surprising in its presentation of men’s personal care products.

During this year’s Super Bowl, a new commercial campaign could send you into orbit – literally.

AXE announced Monday the online premier of the new 30-second TV spot set to air during Super Bowl XLVII during the third quarter of the big game.

With “Lifeguard” (watch video), the company is not only launching a new line of products called Apollo but aiming to boost brand awareness by offering 22 lucky fellows a chance to become an astronaut.

AXE launched the online astronaut recruitment campaign earlier in the month at AXEApollo.com and a company spokesman said that at least 150,000 people have entered for a chance to win a trip to space.

The competition is simple: Entrants create an “astronaut profile” and spell out why they deserve to go to space.

“Participants will have a life-changing experience when viewing our planet Earth from 100+ kilometers and achieving astronaut status,” SXC said in a Jan. 14 briefing.

“Guys with the most votes” will win the chance to compete for one ticket to travel to space on a flight with a commercial space agency.

The company said that winners of the vote will still have to pass a series of competitive space-simulation challenges at a Fla. location to make the trip.

AXE partnered with Space Expedition Corporation (SXC) to provide 22 seats aboard a two-seat, reusable “spaceplane” capable of suborbital flight which lands as a normal airplane would at an airport.

SXC will offer daily commercial flights into space as of 2014 aboard the suborbital vehicles with single-passenger tickets beginning at $95,000.

“I’m thrilled that AXE is giving the young people of today such an extraordinary opportunity to experience some of what I’ve encountered in space,” said Buzz Aldrin, NASA astronaut and pilot of the historic Apollo 11 spacecraft that landed on the moon in 1969.

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About Jay Keller

As a journalist of nearly 18 years, Jay Keller examines and reports on the retail headlines of the day. His extensive background as an editor, reporter and digital strategist includes tenures at large-scale, top-100 news outlets and websites like The Washington Post, U.S. News & World Report and Examiner.com. Have a news tip, question or concern? Send an email or ping him on Google+.