LOLA Madrid and AXE are infusing the brand’s first FIFA World Cup sponsorship with its signature humour. It’s not boy gets the girl humour, it’s football fan gets the spotlight humour. The campaign focuses on superfans who go all out – face paint, handmade costumes, and everything – sacrificing sex appeal in the name of football. The self-effacing humour hits a high note with the promise, Smell Your Best When You Look Your Worst.

The campaign kicks off with the first of seven stories that will reach millions of viewers throughout the World Cup. Airplane follows a devoted Mexico supporter whose neighbours help him build an oversized cup costume to cheer on his team. The twist: while the look is terrible, his fragrance is not.

Each film is told from the perspective of a fan from a different country – a global launch that celebrates the unique cultural nuances of each region.

Caroline Gregory, global brand director for AXE/Lynx, said the insight came from observing how single-minded fans become during the tournament. “During the World Cup, guys are all in on football. They’re not thinking about attraction. That was exactly the opportunity. It showed us the role AXE could play and unlocked a whole world of humour where the Power of a Fragrance creates unexpected connections.”

The full campaign spans film, print, OOH, social and experiential, supported by special-edition cans, in key markets including the U.S, UK, France, Germany, Argentina and Mexico.