The Martin Agency has joined its Interpublic sibling, MullenLowe, to work on the Axe/Lynx brand for Unilever. The agency’s first work gives a fresh feel to the brand, while using the brand’s characteristic swagger and penchant for surreal imagery, in a colourful rap video that celebrates the joy of emerging from lockdown…

…all, of course, with a strong suggestion about the main thing on a young man’s mind. (After Lynx, is still all about the art of attraction.)

Pro boxer and Axe/Lynx brand ambassador, Anthony Joshua, stars, along with rap battle superstar, Chunkz, and YouTube influencer, Calfreezy.   The soundtrack is by British rapper and grime star of the moment, Aitch.

Credits

Client: Unilever (Lynx/Axe)

Agency: The Martin Agency
Chief Creative Officer: Danny Robinson
Executive Creative Director: Ashley Marshall
Creative Director: Mik Manulik
Senior Copywriter: Dave Ashton
Senior Art Director: Rahim Masunu
Junior Art Director: Jesse Lane
Copywriter: Eleanor Fialk
Associate Design Director: Thiago Elias
EVP & Head of Production: Tasha Dean
VP & Executive Content Producer: Pamela Mahan
Senior Content Producer: Adrienne Daniel
Junior Content Producer: Rachel Bensinger

SVP & Global Managing Director: Britta Dougherty
VP & Group Account Director: Gillian Merrill
Account & Senior Project Manager: Katie Hanson
SVP & Director, Business, Legal, Financial Affairs: Dusty Slowik
Senior Business Affairs Manager: Michelle Fink
Chief Strategy Officer: Elizabeth Paul
VP & Planning Director, UX Strategy: Taylor Wiegert
Strategic Planner: Stuart Good Hayhurst

Agency: IPG 
Global Business Director: Federico Duberti
Vice President Global: MC Gasco-Buisson
Global Brand Director: Caroline Gregory
Senior Global Brand Manager: Marco Montanaro
Global Brand Development: Inês Leitão Henriques
Assistant Brand Manager: Christian Barron
Global Brand Manager: William Humphries
Senior Regional Advertising & Amplification Producer: Margaret Chudy
Senior Regional Advertising Producer, North America: Arlene Fernandez

Production Agency: TAG 
Senior Account Manager: Kathryn Walker
Senior Integrated Producer: Stefanie Kaspar
Senior Producer: Matt Culmer
Audio Producer: Ashleigh Henderson

Production Company: RESET
Director: Henry Scholfield
DoP: Carlos Ritter
Executive Producer: Jen Beitler
Producer: Javier Alejandro
Production Manager: Daphne Do

Production: Twentyfour Seven
Producer: Lole Ramirez
Art Director: Andrea Batlló
Local VFX Supervisor: Ivan Lopez
Production Manager: Nacho Piñar

Editing: Final Cut
Editor: Joe Guest
Assistant Editor: Leah Burton
Executive Producer: Michelle Corney

Post-Production: Electric Theatre Collective
2D VFX Lead: Alex Snookes
3D VFX Lead: Dean Robinson
VFX Producer: Antonia Vlasto
Colourist: Luke Morrison

Audio Post: String and Tins
Sound Design and Mix: Adam Smyth
Audio: The Foley Barn
Audio Producer: Laura-Leigh Smith
Music Agency: Big Sync Music
Music Supervisor: Alex Menck

Animation Direction: Future Power Station
Compositing: Friends Electric 
Producer: Marlon Thomas & Helen Randall
Executive Producer: Barney Richards