I’m no fan of Axe men’s grooming products — the company’s puerile, borderline misogynistic adverts often leave me with a visceral reaction — but Axe Canada has a new ad campaign that I can get behind even if the message ultimately still revolves around gettin’ it on.
Just in time for Earth Day, Axe Canada teamed up with WWF-Canada to push the “Showerpooling” initiative that promotes at-home water conservation. What’s showerpooling, you ask? Well, think carpooling but with a shower. While carpooling is something you might do with a neighbor or co-worker, showerpooling is an activity best left to try with a special someone (or multiple someones) unless you’re on the prowl for a terribly awkward moment that involves high-pitched screaming and a slap across the face. Or a lawsuit. Or a restraining order. And I’m not sure Axe Canada's showerpooling concept would go over well in combination with another water-saving technique recommended in Brazil.