Axe Takes Bold Humour to the Next Level for It's Sweet Smelling Fragrance Launch

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 humor for the debut of its sweetest scent yet.

Teaming up once again with LOLA MullenLowe and directors Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions. Set to roll out across cinema, TV, and digital, the films showcase an irresistibly sweet fragrance that sparks unexpected jealousy—so much so that a cute dog, a baby, and even a teddy bear completely lose their cool.

"Great comedy, with a touch of surrealism, makes the impossible possible—violent babies, killer teddy bears, and a boxing dog. Bold campaigns like these don’t just happen. They come to life when a team has a sense of humour." comments Tomas Ostiglia, ECD at Lola Mullenlowe.

“Extending our portfolio into new and exciting innovations is important for us to stay fresh and relevant, and our new range of sweet smelling fragrance gave us the license to push the brand idea of The Power of Fragrance into an even more absurd and unexpected territory” states Caroline Gregory, global brand director for AXE/Lynx.

The campaign will launch in multiple markets worldwide, including Mexico, Argentina, the UK, and Australia. But the humor doesn’t stop there—AXE is amplifying the power of sweetness with an ambitious OOH takeover, immersive audio content, interactive activations, and a social push designed to take the campaign to the next level.