Powerful Scents Pull People Together in Axe Deodorant Campaign

Men’s fragrance brand AXE has premiered its newest TV commercial titled ‘Fit Check’ with new talent partners GRAMMY Award-nominated diamond-certified superstar producer Metro Boomin and GRAMMY nominated, multi-platinum artist Coi Leray. The commercial is part of the brand’s latest ‘Smell Finer. Get Closer.’ campaign and features the duo’s first-ever custom track with AXE called ‘Enjoy Yourself’.

“This is a major moment for the AXE brand - a great new fragrance launch with Black Vanilla, supported by the release of a campaign featuring two of the most on-trend artists in music and a fantastic track that we know fans are going to love,” said Caroline Gregory, global brand director, AXE at Unilever. “We’ve been so excited to see the positive response to the AXE Fine Fragrance Collection and know that Black Vanilla will be a hit with our guys, helping them smell good and feel confident.”

Concepted by The Martin Agency and directed by Joseph Mann of BlinkInk, the new spot features the collaborative track and shows how AXE’s Black Vanilla fragrance deepens attraction between friends. Set in the modern world, where everything is a swipe away, and real human connection is rare, the advert sets out to showcase the power scent plays in pulling people closer, taking two friends and turning them into something more. ‘Fit Check’ will air across major broadcast networks, streaming services and primetime sporting and entertainment programs in 2024.

“With a new line of scents made by world-renowned perfumers, AXE has reinvented itself, so we set out to reinvent the way the brand looks at attraction,” said Garrick Sheldon, associate creative director at The Martin Agency. “In a world where ‘grocery store dates’ are seen as the pinnacle of intimacy, we’re aiming to give people a new reason to smell good, to go beyond hook-up culture and actually get close to someone.”

The duo’s track ‘Enjoy Yourself’ explores how scent can boost confidence and spark something more, as Coi flawlessly transitions between bars and melodies about smelling and feeling good over a signature Metro Boomin beat. The debut of the track coincides with the release of AXE’s new Black Vanilla scent, the latest in the award-winning Fine Fragrance Collection line up that launched last year.

“AXE has evolved so much over the years, and this new collection is the freshest thing the brand has done yet,” says producer Metro Boomin. “Coi and I already have great chemistry from our past collaboration, so I can’t wait to show the world what we’ve been working on.”

“I was already a fan of AXE but when I smelled the Blue Lavender fragrance for the first-time, I was hooked,” said rap artist Coi Leray. “I’m all about boosting self-confidence and it means a lot that I’ll be the first female face of the brand and can share a message of self-expression with my fans.”

AXE’s new Black Vanilla scent is aromatic and fresh, featuring notes of orange, vanilla and sandalwood, and like the rest of the Fine Fragrance collection is formulated by world-renowned perfumers from two of the premier fragrance houses - Givaudan and Firmenich, as well as the best ‘Nose’ in the business Ann Gottlieb.