Axe’s humour becomes even madder than in its Robbery and Funeral commercials by LOLA MullenLowe. The agency’s new dive into bold comedy introduces the brand’s sweetest scent yet.
In the hilariously absurd campaign, directed by Lionel Goldstein, Axe’s irresistible fragrance triggers insane jealousy. making a cute dog, a baby, and even a teddy bear completely lose their cool. The campaign, that builds on the success of Axe’s Power of a Fragrance platform, will cover cinema, TV, and digital.
“Great comedy, with a touch of surrealism, makes the impossible possible—violent babies, killer teddy bears, and a boxing dog. Bold campaigns like these don’t just happen. They come to life when a team has a sense of humour,” commented Tomas Ostiglia, ECD at Lola MullenLowe.
“Extending 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,”added Caroline Gregory, global brand director for AXE/Lynx.
The campaign will launch in many markets worldwide, including Mexico, Argentina, the UK, and Australia, amplified with an ambitious OOH takeover, audio content, interactive activations, and a social push.
Credits:
Client: Unilever [AXE]
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Global Lead Social: Claire Linturn
Regional Advertising Producer Unilever: Attilio Gianfrancesco
Lead Agency: LOLA MullenLowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Social Creative Director: Maria García Campos
Creative Team (Dog/Baby): Augusto Callegari, Pedro Mezzini.
Creative Team (Bear): Josefina Mateo, Ezequiel Scarpini
Social Media Manager: Ana Tejeiro
Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Carlos Solchaga
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro
Production Company: CZAR
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Lander Engels
DOP: Grimm Vandekeckhove
Service Production: Tickle
Post Production Coordinators: Bieke De Keersmaecker
Music Company: Big Sync Music
Global Head of Search & Licensing: Lisa James
Senior Music Supervisor: Alicia Leinot
