World's talking about: Axe, "Romeo Reboot"

In a bid to relaunch the Axe brand in Brazil, the Interpublic agency Cubocc created a video that can be programmatically served in a whopping 100,000 variations, depending on a user's interests.

The changes to the ad, which is a trailer for a reimagining of Romeo And Juliet called Romeo Reboot, include such things as updating the music to switching the story setting to sci-fi. And because the video is digital, Cubocc can alter it based on viewer interactions. The film is in Portuguese and while there are currently no plans to run it outside Brazil, Unilever marketers are considering whether the customised format could be used for other campaigns.