LOLA MullenLowe: The Axorcist removes the wannabe demon from young men

There is a lot of talk about the anxieties that many young women go through as they try to fit in with how they think they should be, based on the trends around them. Only Axe is talking to young men about their self-confidence. And now LOLA MullenLowe is helping the brand to do that in a series of videos that combine humour and silliness with mentoring. Like their female counterparts, young men don’t respond well to being told what to do but do devour offbeat content. This campaign, The Acxorcist, is offbeat content.

“The main challenge of this campaign is getting closer to young people, being consistent with the brand messaging, but without sounding repetitive. It was important to avoid giving life lessons or advice on how to behave and simply convey that they are free to be whatever they want to be. This may sound a little dense, so we decided to do it in a funny and relatable tone,” noted Nacho Oñate and Nestor García, executive creative directors of LOLA MullenLowe Barcelona.

“With this campaign, the brand aims to show that you have your own magic and you can find it without pretending to be someone you’re really not,” explained Ana Palencia, director of communication and sustainability at Unilever Spain.

“Axe wants to banish that mysterious force that tries to convince young people that they have to follow parameters to be considered beautiful or successful. AXE wants you to be yourself and celebrate the uniqueness you already have,” added LOLA MullenLowe.

The campaign includes three situations, Home, Gym and Hairdresser. All three protagonists are young men who are “owned” by an entity that needs to be expelled.