Bye, bye Bush; hello award for Veet ad

The viral effects of Euro RSCG’s topical “Goodbye Bush” ad for Veet has won the work its first award – after the judge’s mum saw it.  

veet-bushThe topical ad, which ran on the day of President Obama’s inauguration and quickly went viral, was today named winner of Newspaper Works’ December/ January round of the Could Be A Caxton competition.

Cameron Hoelter, Creative Director of The Campaign Palace, who judged the competition, said: “I remember thinking how strange it was to see an ad in a newspaper that made me actually feel something. I also remember my second reaction, ‘shit, a pun’, and a familiar one at that. I prayed there would be a better ad than Veet, but nothing resonated nearly as much. In fact I was talking to my mum the other day and she mentioned she’d seen the Veet ad. So there you have it. Veet it is.”

The overall winner of Could be A Caxton receives a free trip to the annual Caxton Awards.


  • Client: Reckitt Benckiser
  • Agency: Euro RSCG
  • ECD: Rowan Dean
  • Copywriter: John Gault
  • Art Director: Patryjca Lukjanow 




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