This AXE Campaign Is for People Who Take Too Long

For the launch of its first long-lasting fragrance campaign, part of the Power of a Fragrance platform, AXE is bringing audiences a love story that’s very, very slow - but absolutely hilarious.

Teaming up once again with global creative agency LOLA MullenLowe, this time under the direction of award-winning filmmaker Andreas Nilsson, AXE delivers a brilliantly simple yet irresistibly funny film. The spot dramatises the agonising slowness of a lovable guy, who embarks on an endless journey across a ridiculously long couch to reach his date - who, by the time he arrives, is already half-asleep. We won’t spoil the ending, but let’s just say - you can probably guess. Because when you have the power of a fragrance that lasts, timing doesn’t matter.

The campaign will roll out across Latin America and Europe, with this film leading the charge for a wave of content designed to take over social media.

So take your time - but don’t miss it!

"This project is a brilliant testament to how humour can be elevated with the right details - proof that simplicity remains the most powerful tool for effective communication, especially when the benefit is crystal clear." comments Tomás Ostiglia, ECD at Lola Mullenlowe.

“There is a universal and timeless insight that when you are attracted to someone it can take a little longer to make the move - and that’s why our fragrances are not only great, but they are long-lasting. This simplicity and clarity enabled us to really ramp up the humour once again.” states Caroline Gregory, global brand director for AXE.