Axe

Long Lasting

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.

Credits:

Lead Agency: LOLA MullenLowe Executive Creative Director: Tomas Ostiglia Creative Directors: Maria García Campos, Jorge Zacher, Dante Zamboni Copywriter: Lara Ramírez Art Director: Blanca López Visual Designer: Rodrigo Muñoz Global Business Director (IPG): Federico Duberti Managing Director: Tom Elliston Account Directors: Carlos Solchaga, Cristina Panea Account Manager: Paula Portela Head of production: Felipe Calviño Producer: Marina Saro Production House: CANADÁ Direction: Andreas Nilsson Executive Producer: Victor Mata Producer: Christy Alcaraz Production Manager: Dani Molina DOP: Lasse Frank Production Designer: Jon Blud Wardrobe: Violeta Comella MU & Hair: Andrea Trenado Editor: Jonnie Scarlett (The Quarry) Post Production Coordinator: Marina Martínez Post Production House: Melt Creative Colour correction: Xavi Santolaya Sound: IXYXI Music Agency: BigSync Music Supervisor: Alicia Leinot