For more than a decade, Unilever’s AXE brand has been a favorite on the advertising industry award show circuit. From sophomoric to sophisticated, racy to raunchy, the brands many campaigns have made AXE a perennial presence at both the winners podiums and in the medicine cabinets of young men.

In the latest video of ADC’s Behind The Cube series, Matt Ian, Chief Creative Officer of TBWA New York, reminisces about “Imprints”, an award winning spot for AXE he helped create in 2005 while a copywriter at BBH.