Breaking Down the Cobra - AXE Surrender Cobra

AXE Surrender Cobra

The “Surrender Cobra” is a pose frequently adopted by fans witnessing unfortunate sports happenings. It’s characterized by clasping hands on top of head as though one is under arrest and a slow, tense exhale of breath. Inadvertently the fan looks like a surrendering cobra snake.

AXE paired up with basketball personality, Brandon Armstrong, to let fans know that when experiencing a moment of defeat staying confident is the key to winning the end game.

Role: Producer
Client: AXE
Director: Will Mayer
Creative Agency: 72andSunny