The idea that a fragrance can connect two people on a romantic level is, at it's best, fictional. Axe shifted to a more down-to-earth tone in the past decade, leading to confusion.
To convey a new viewpoint, we turned to film. We created the most over-the-top, absurd fragrance films we could think of, with documentary-like commentaries from the protagonist. Our aim was to add humour. Two absurd fragrance films with documentary-like commentaries bring humour back to Axe films. One is a chaotic funeral scene in which a girl falls for a guy because of his scent, but he is dead in a coffin. In the second film, a woman intends to rob a restaurant, but the manager smells so good, this leaves them running away together instead of following through with the heist.
