Building on the success of its "Power of a Fragrance" platform—launched in 2024 with the now-iconic Robbery and Funeral films — Axe is doubling down on bold, unexpected humour for the debut of its sweetest scent yet.
Teaming up once again with LOLA MullenLowe and director Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions.
Rolled out across cinema, TV, and digital, the films showcased an irresistibly sweet fragrance that sparked unexpected jealousy—so much so that a cute dog, a baby, and even a teddy bear completely lose their cool.
'><path d='M18.5 37.774C18.5 17.2663 35.0617 0.653809 55.5 0.653809C75.9383 0.653809 92.5 17.2663 92.5 37.774C92.5 58.2817 75.9383 74.8942 55.5 74.8942C35.0617 74.8942 18.5 58.2817 18.5 37.774ZM47.8977 50.7814C47.8977 52.7184 50.105 53.8362 51.6642 52.663L68.9817 39.6561C70.2372 38.7151 70.2372 36.8215 68.9817 35.8805L51.666 22.8749C51.6656 22.8746 51.6653 22.8743 51.6649 22.8741C50.1158 21.699 47.8977 22.8196 47.8977 24.7551V50.7814Z' /></g><defs><clipPath id='clip0_3181_12926'><rect width='111' height='75.2404' transform='translate(0 0.153809)'/></clipPath></defs></svg>%0A)
