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Unilever brand uses film festival to showcase new video.
January 26, 2010
By: TOM BRANNA
At the Sundance Film festival in Park City, UT Axe unveiled its newest video highlighting its improved Axe Detailer shower tool. The spot, which stars Jaime Pressly as a fictional tennis star, “humorously highlights” the cleaning power of the improved device, according to Unilever. The Detailer now features an ergonomic, easy-to-grip handle, improved mesh for added lather and a new bungee cord so it’s easy to hang in the shower. The combination of the Axe shower tool and Axe Shower Gel builds a rich lather and cleans better than the leading deodorant bar soap, according to Unilever. To celebrate the launch of the new video and the updated Detailer, AXE held the AXECYB.com launch party, hosted by Khloe Kardashian Odom, at the Sky Lodge in Park City.
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