This story will be particularly interesting to all of you newly-minted MMS-using iPhone owners out there. Axe is using MMS to hype its new Day and Night line of products in very clever, very sexy fashion. The image below is a before and after of an Axe ad featuring the new product that requires an SMS to complete the image.

The concept is simple, really. Show a nearly nude picture of a beautiful blonde with all her naughty bits replaced by white boxes. The ad has simple instructions: “To complete this ad send Axe to 2345 after 9pm.” The SMS generates a picture response, allowing to view the full image.

Say what you want about the state of advertising and the objectification of women. This thing is clever. Damn clever.

Source: DirectDaily