Bizarrap, the Argentine composer, producer, and current hit-maker (who did a song with Shakira about his ex), becomes a metaphor for the power of Axe (Lynx) to boost confidence in a boy meets girl story by LOLA MullenLowe. And the power of Bizarrap’s fame gives Axe even more cred than it already has with young men.

In the commercial, Bizarrap uses his famous ‘hand-up’ cheer-on gesture that he extends to every artist that collaborates with him, to encourage a young man to make the right moves to win his crush.

“Working with AXE again has been fantastic; adding talent like BZRP, who even became involved in the campaign’s music, has made the experience even more exceptional,” stated Tomás Ostiglia, executive creative director at LOLA MullenLowe.

“Putting together fragrance, music, with AXEs insightful humor and integrating BZRP in such an organic way, was an exciting challenge that turned into this amazing campaign” – Caroline Gregory, Global Brand Director Axe / Lynx.

The campaign is running in LATAM, The US and Spain on TV, radio, OOH, and digital.