After Robbery, where a thief leaves with the waiter instead of the cash, and Funeral, where a woman falls for a corpse that smells too good to ignore, LYNX (AXE) and LOLA Madrid are back to prove that the right scent can hijack any situation. This time, they are taking irresistible attraction to the most unexpected place imaginable – a hospital delivery room.

Birth, directed by Lionel Goldstein, is the latest installment in the brand’s The Power of a Fragrance platform, ditching gritty realism for cinematic, streaming-native surreal comedy to give young men what they want – attractiveness.

Tomás Ostiglia, CCO of LOLA Madrid stated, “What makes Birth work isn’t just the shock value; it’s the simplicity of the idea. The product benefit is so unapologetically clear that it survives, and actually thrives, in the most absurd situations.”

Caroline Gregory, global brand director Axe/Lynx, “The Power of a Fragrance platform has given us the licence to explore humour from subversive and entirely new angles. In Birth, we show how a great scent sparks attraction even when the situation becomes absurd. This is the brand at its boldest and most unforgettable.”

Birth intends to reconnect with younger audiences through culturally relevant, exaggerated humour. The campaign is running UK and international markets.

Credits:
Client: Unilever Axe-Lynx
Global Brand Director AXE: Caroline Gregory
Global Brand Manager AXE: Matthew Yocum
Client Regional Producers: Lorraine Warner & Attilio Gianfrancesco
Global Business Leader Unilever Personal Care Omnicom: Federico Duberti

Agency: Lola Madrid
CEO: Tom Elliston
Chief Creative Officer: Tomás Ostiglia
Creative Directors: Jorge Zacher, Dante Zamboni & María García Campos
Creative Team: María Báguena & Koke Domínguez.
Account Director: Paula Portela
Account Team: Oscar Fernandez Baca
Agency Producer: Felipe Calviño
Copywriter: Augusto Callegari

Production Company: Czar.be
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Lander Engels
DOP: Grimm Vandekerckhove
Set Designer: Pepijn Van Looy
Casting: Sasha Robertson Casting
Editor: Manu Van Hove
Grading: Olivier Ogneux
Online Graphics: Dries Derycke

Post Production: Czar.be
Post Producer: Bieke De Keersmaecker
Sound & Mixing studio: Senstudio