Axe launched a new campaign with LOLA MullenLowe and director Andreas Nilsson. The campaign delivers a hilarious take on long-lasting attraction through a charmingly slow-moving love story.
The film follows a lovable guy as he crawls across an absurdly long couch to reach his date, who's nearly asleep by the time he gets there. The punchline? With a fragrance that lasts, timing doesn't matter. Rolled out across Latin America and Europe, the campaign leads a broader social media push and follows Axe’s recent humorous hits. It’s a clever, visually simple concept built on a timeless truth: when attraction is real (and your scent is strong), you’ve got all the time in the world.