AXE Hair, men’s hair care brand, has partnered with Universal Pictures’ upcoming comedy Ted that hits theaters on June 29 to launch a humorous campaign that features the film’s main character, a teddy bear Ted. 

The campaign includes branded digital content and television commercials starring Ted, and directed by Ted and Family Guy creator Seth MacFarlane. The core idea is a comedic look at the interactions between guys and girls. It shows that Ted can cope with any problem because he is self-confident and has soft ‘Teddy Bear Hair’.

The commercials are quit bold. The full-length version of one of them shows a girl who waits for a dinner in a restaurant and suddenly starts moaning with pleasure and then Ted comes from under the table saying that with AXE Hair he can get away with anything. The shorter general audience-friendly version will also live online on Facebook.com/AXE and will hit broadcast television on July 2.

In another spot Ted uses AXE Anti-Dandruff 2 in 1 Shampoo + Conditioner to achieve soft, touchable ‘Teddy Bear Hair’ before a big night out.

«Ted’s audience shares the same tongue-in-cheek sense of humor of AXE Hair’s customers,» said Stephanie Sperber, President, Universal Partnerships & Licensing.  «These two brands celebrate embracing the fun side of everyday interactions, and the partnership made perfect sense.  We’re so glad AXE Hair came on board with the comedy.»

Additional content includes the behind-the-scenes footage from the filming of the TV commercials available at YouTube.com/AXE and Facebook.com/AXE.

At Cannes Lions 2012, AXE has recieved the Creative Effectiveness Lions Grand Prix for its ‘Excite’ campaign.