LOLA MullenLowe’s new commercial for Axe (Lynx) is veeery slow. And veeery awkward. It has to be. The hilarious scene of a man edging across a leather couch, punctuated by leather-on-leather squelching noises, leads to a moment of triumph – his fragrance seduces the woman of his dreams.
The campaign, part of the brand’s Power of Fragrance platform launches Axe’s first long-lasting fragrance. The irresistible humour of the film’s agonising slowness is enhanced by the (patient) directing decisions of awarded filmmaker, Andreas Nilsson.
The campaign cover Latin America and Europe, with the film leading the charge for a wave of content designed to take over social media.
“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,” commented Tomás Ostiglia, ECD at Lola MullenLowe.
“There 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’s 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,” added Caroline Gregory, global brand director for AXE.
Credits:
Client: Unilever (AXE)
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Regional Advertising Producer Unilever: Attilio Gianfrancesco
Lead Agency: LOLA MullenLowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Maria García Campos, Jorge Zacher, Dante Zamboni
Copywriter: Lara Ramírez
Art Director: Blanca López
Visual Designer: Rodrigo Muñoz
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Carlos Solchaga, Cristina Panea
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro
Production House: CANADÁ
Director: Andreas Nilsson
Executive Producer: Victor Mata
Producer: Christy Alcaraz
Production Manager: Dani Molina DOP: Lasse Frank
Production Designer: Jon Blud
Wardrobe: Violeta Comella
MU & Hair: Andrea Trenado
Editor: Jonnie Scarlett @ The Quarry
Post Production Coordinator: Marina Martínez
Post Production House: Melt Creative
Colour Correction: Xavi Santolaya
Sound: IXYXI
Music Agency: BigSync
Music Supervisor: Alicia Leinot
