Axe Takes Bold Humour to the Next Level for It's Sweet Smelling Fragrance Launch
Building on the success of its "Power of a Fragrance" platform鈥攍aunched in 2024 with the now-iconic Robbery and Funeral films鈥擜XE is doubling down on bold, unexpected humor for the debut of its sweetest scent yet.
Teaming up once again with LOLA MullenLowe and directors Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions. Set to roll out across cinema, TV, and digital, the films showcase an irresistibly sweet fragrance that sparks unexpected jealousy鈥攕o much so that a cute dog, a baby, and even a teddy bear completely lose their cool.
"Great comedy, with a touch of surrealism, makes the impossible possible鈥攙iolent babies, killer teddy bears, and a boxing dog. Bold campaigns like these don鈥檛 just happen. They come to life when a team has a sense of humour." comments Tomas Ostiglia, ECD at Lola Mullenlowe.
鈥淓xtending our portfolio into new and exciting innovations is important for us to stay fresh and relevant, and our new range of sweet smelling fragrance gave us the license to push the brand idea of The Power of Fragrance into an even more absurd and unexpected territory鈥 states Caroline Gregory, global brand director for AXE/Lynx.
The campaign will launch in multiple markets worldwide, including Mexico, Argentina, the UK, and Australia. But the humor doesn鈥檛 stop there鈥擜XE is amplifying the power of sweetness with an ambitious OOH takeover, immersive audio content, interactive activations, and a social push designed to take the campaign to the next level.
