Axe (Lynx) has always been about giving young blokes the confidence to go out there and “get the girl”. Those young men have often been gawky and shy. They have never gone out to “get the guy”. But the brand supports its gay fans nonetheless. This social campaign for Pride by MullenLowe is lovely.
The Pride campaign was released in tandem with Axe’s new global campaign, Smell Ready, which gives the traditional Axe humour a Covid twist.
MullenLowe London: Axe (Lynx) presents the irresistible humour of young men emerging from lockdown
