Martin Garrix and AXE Unite for Surreal Laundromat Adventure Music Video
AXE knows music can be a powerful tool of attraction. Music moves people and AXE wants to move everyone closer. With its newly-minted platform AXE Music, the personal care brand wants to further build affinity with guys and their passions and is now announcing its partnership with Dutch Dj/Producer Martin Garrix. The 22 year old artist has been rather busy this year: he released chart topping records including his recent single ‘Ocean’ with Khalid, he’s remained #1 in DJ Mag’s Top 100, headlined several of the world’s biggest music festivals and even found himself performing at the Winter Olympics Closing Ceremony in Pyeongchang, Korea.
The partnership is rolling out with the launch of a limited-edition Martin Garrix body spray, which is launching on September 14 in key Latin America markets and The Netherlands. To promote the partnership and the product launch, AXE and Garrix partnered in an unusual way: Garrix’s latest music video ’Burn Out’, was done in collaboration with the brand and created by AXE’s global creative agency 72andSunny Amsterdam.
“Music seems a natural extension of the AXE brand. We’re all about attraction and music has the power to bring people together, so we knew we wanted to do more in that space”, says Rik Strubel, AXE’s Global Vice-President. “Martin Garrix is a great example to young guys - he’s achieved so much at such a young age and boasts natural confidence that is so on brand with AXE. We’re super honoured that he’s joining AXE Music as our ambassador and we’re looking forward to the amazing things we’ll do together”.
Directed by Kinopravda, ‘Burn Out’ is a visual exploration that places us in a universe made of many imaginary worlds where music is the link between them. When we’re attracted to someone we want to impress them and make them smile. Equal parts charming, funny and surreal, ‘Burn Out’ plays off a tried-and-true boy-meets-girl scenario.
Set in a late-night laundromat, we see a quirky, but average guy trying to impress a girl in his own goofy way. But not before spraying on some AXE body spray, of course. After all, he needs all the confidence he can get.
As he sprays, the Laundromat gets transformed into incredibly detailed fantasy worlds, which we enter through a single magical drum. From serenading at a Tokyo karaoke bar to swinging through the jungle and trying to escape security at a museum at night – our guy searches for the girl in these worlds as they play the ultimate game of attraction.
Eventually, they make it back to the original laundromat like nothing has happened. As the guy prepares to leave, we see Martin Garrix, who cameos as a laundromat customer waiting for his clothes to be ready. With a nod of encouragement from Garrix, he goes back and approaches the girl as the song comes to an end.
“This is the kind of project every creative dreams of. When your ideas get translated into something new, and you don’t have to follow the usual path. For us, it felt right to announce this partnership through a music video instead of an ad. It allowed us to flex new muscles and to work with one of the youngest, brightest artists out there,” says Adam Koppel and Gregg Clampffer, Creative Directors at 72andSunny Amsterdam.
‘Burn Out’ is Martin Garrix’s latest single.
“I am very honoured to be part of the AXE Music platform roll out. I love the campaigns AXE has done in the past and when we all met in my studio, I felt a great connection, which is super important for me in collaborations like this. I am super happy with the result of the video for my new single “Burn Out””, Martin Garrix says.
In addition to the music video, Garrix and his new music also feature in AXE’s product films promoting his limited edition body spray. The campaign will be rolling out in Latin America and The Netherlands from September 15 and includes the ‘Burn Out’ music video, as well as 20’, 15’, 10’ and 6’ product films and Key Visuals across TV and digital platforms.
Besides its partnership with Martin Garrix, AXE Music is also partnering with Kyra TV, Boiler Room and a number of emerging artists.
Creative Agency: 72andSunny Amsterdam
Production Company: Caviar
Song: Burn Out", Martin Garrix & Justin Mylo (feat. Dewain Whitmore)