AXE’s trademark humour gets brilliantly risqué in LOLA MullenLowe’s new commercial for the brand’s shower gel range, highlighting its “scents that stay with you”.

The Neighbour is a commercial that’s impossible to forget. Its message that AXE makes a young man irresistible to women is loud and clear.

“The power of a fragrance lies in its ability to disarm, surprise, and connect people – even in the most unlikely moments,” stated Tomás Ostiglia, executive creative director at Lola MullenLowe. “This film pushes the edge but never loses the charm. It’s AXE at its boldest.”

Caroline Gregory, global brand director at AXE, added, “Our new shower gel is about confidence and scent that stays with you — even when things go wildly off script. This launch film captures that in a way that only AXE can. It’s cheeky, subversive, and unforgettable.”

The campaign, directed by Lionel Goldstein and produced by Czar, made its debut in Germany and will extend across Europe later this year.

Credits:
Client: AXE (Lynx)
Producer: Attilio Gianfrancesco
Marketing Manager: Julian Walther
Brand Managers: Florencia Villar & Francisco Cevasco
Brand Director: Caroline Gregory

Creative Agency: LOLA MullenLowe
Copywriter: Augusto Callegari
Creative Directors: Dante Zamboni & Jorge Zacher
Executive Creative Director: Tomas Ostiglia
Head of Production: Felipe Calviño
Account Supervisor: Paula Portela
Account Director: Cristina Panea
Managing Director: Tom Elliston
Business Director: Federico Duberti

Production Company, Post Production & Sound: Czar BE
Director: Lionel Goldstein

Grade: Crabsalad
Colour Grader: Laurens Orij

Music: Big Sync Music
Music Supervisors: Calum Price & Alicia Leinot