The "Feel sexy, feel Saxe" campaign positions the Saxe brand as an enabler of personal confidence and attractiveness within the healthcare sector, specifically from a beauty and wellness perspective. The campaign’s core proposition centers on empowering consumers to embrace a heightened sense of sensuality and self-assurance, suggesting that using Saxe products enhances not only physical appearance but also emotional wellbeing. By linking the brand directly to feelings of sexiness and desirability, it attempts to transcend traditional health-related messaging and create a more intimate, affective relationship with the audience.
Strategically, the campaign leverages cultural and emotional insights relevant to its Uruguayan market, targeting individuals who seek to boost self-esteem through health and beauty solutions. The creative angle—embodied in the succinct, compelling tagline—focuses on an aspirational identity that merges physical health with sensual confidence. This approach acknowledges that contemporary consumers are motivated by holistic concepts of wellbeing that integrate aesthetics and emotional satisfaction. By employing film as a medium and using local creative talent, the campaign also aims to establish authenticity and relatability, ensuring cultural resonance. The relatively modest engagement metrics suggest a niche or emerging positioning rather than mass appeal, reflecting either the brand’s strategic focus on a specific segment or the campaign’s role in a longer-term brand-building effort within Uruguay’s healthcare and beauty marketplace.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, “Feel sexy, feel Saxe,” positions the Saxe brand within the beauty genre of the healthcare industry and leverages aspirational feelings tied to sexiness and self-image. The presence of named talents (Leandro Dufau and Cecilia Amaro) likely playing attractive lead roles and the campaign’s focus on “feeling sexy” strongly suggest imagery of consumers embodying the brand’s benefit. There is no explicit story arc, problem/solution structure, testimonial, or parody, but rather a connection built by presenting stylish, desirable personas that appeal to the viewer’s aspirations—hallmark traits of Associated User Imagery.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Laboratorios Uruguayos – Positioned as a trusted local pharmaceutical and healthcare brand, they emphasize reliability, scientific innovation, and accessibility, catering to a broad demographic with a focus on preventive health and wellness products.
2. Farmashop – A leading pharmacy chain in Uruguay that leverages convenience and customer service excellence. They combine health products with beauty and wellness solutions, promoting an integrated approach to personal care.
3. Bayer Uruguay – A global health and nutrition company that differentiates through advanced research, high-quality pharmaceutical products, and a strong emphasis on preventive healthcare and sustainable health solutions.
4. Medix Uruguay – Specializes in dermatology and beauty-related health products, positioning itself as a premium brand offering cutting-edge treatments that blend medical science with aesthetic enhancement.
5. Genomma Lab Uruguay – Focuses on over-the-counter health and beauty products with a strategy centered on strong brand recognition, affordability, and effective marketing campaigns targeting urban consumers seeking accessible beauty-health solutions.
Q: What is Feel sexy, feel Saxe about?
A: Feel sexy, feel Saxe is a professional film campaign launched in Uruguay in 2014 for the brand Saxe, created by the agency Shanghai Adhoc. The campaign was led by Creative Director Vartan Chakiyian, with a production team including director Horacio Gómez and talents Leandro Dufau and Cecilia Amaro. Positioned within the health and beauty sector, the campaign’s central creative idea is to inspire confidence and sensuality in its audience, using evocative storytelling and high production values to align Saxe with feelings of empowerment and self-assurance.
Q: What creative device does Feel sexy, feel Saxe use?
A: Feel sexy, feel Saxe employs the FORMAT#10 ASSOCIATED USER IMAGERY creative technique, as classified by Clapboard’s 12-format taxonomy. This approach centers on showcasing aspirational user profiles that the target audience can relate to or aspire to become. Rather than relying on explicit narratives or testimonials, the campaign presents stylish, desirable personas embodying the brand’s benefits, using cinematic visuals and relatable characters to forge an emotional connection and reinforce the campaign’s message of confidence and sensuality.
Q: What is the campaign proposition for Feel sexy, feel Saxe?
A: The campaign proposition for Feel sexy, feel Saxe positions Saxe as a brand that enables personal confidence and attractiveness within the healthcare sector, with a specific focus on beauty and wellness. The messaging is designed to empower consumers in Uruguay to embrace a heightened sense of sensuality and self-assurance, suggesting that Saxe products enhance both physical appearance and emotional wellbeing. This strategic positioning targets individuals motivated by holistic wellbeing, integrating aesthetics and emotional satisfaction, and aims to create a more intimate relationship between the brand and its audience.
Q: How does Feel sexy, feel Saxe rank in Clapboard's archive?
A: Feel sexy, feel Saxe holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Saxe's category?
A: In the Uruguayan healthcare and beauty market, Saxe competes with Laboratorios Uruguayos, which is known for reliability and scientific innovation; Farmashop, a leading pharmacy chain emphasizing convenience and integrated personal care; Bayer Uruguay, a global player focused on advanced research and preventive healthcare; Medix Uruguay, which specializes in premium dermatology and aesthetic health products; and Genomma Lab Uruguay, recognized for accessible over-the-counter beauty-health solutions and strong brand marketing targeting urban consumers.
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