This AXE Campaign Is for People Who Take Too Long
For the launch of its first long-lasting fragrance campaign, part of the Power of a Fragrance platform, AXE is bringing audiences a love story that鈥檚 very, very slow - but absolutely hilarious.
Teaming up once again with global creative agency LOLA MullenLowe, this time under the direction of award-winning filmmaker Andreas Nilsson, AXE delivers a brilliantly simple yet irresistibly funny film. The spot dramatises the agonising slowness of a lovable guy, who embarks on an endless journey across a ridiculously long couch to reach his date - who, by the time he arrives, is already half-asleep. We won鈥檛 spoil the ending, but let鈥檚 just say - you can probably guess. Because when you have the power of a fragrance that lasts, timing doesn鈥檛 matter.
The campaign will roll out across Latin America and Europe, with this film leading the charge for a wave of content designed to take over social media.
So take your time - but don鈥檛 miss it!
"This project is a brilliant testament to how humour can be elevated with the right details - proof that simplicity remains the most powerful tool for effective communication, especially when the benefit is crystal clear." comments Tom谩s Ostiglia, ECD at Lola Mullenlowe.
鈥淭here is a universal and timeless insight that when you are attracted to someone it can take a little longer to make the move - and that鈥檚 why our fragrances are not only great, but they are long-lasting. This simplicity and clarity enabled us to really ramp up the humour once again.鈥 states Caroline Gregory, global brand director for AXE.
