A New Axe Campaign Takes Sweetness to Absurd New Heights
Georgia Wray Norsten — February 20, 2025 — Marketing
References: adage
The new Axe campaign has taken a hilariously unexpected turn, proving that smelling too sweet might spark some surprising jealousy. In a series of slapstick comic spots created by LOLA MullenLowe and the directing duo Lionel Goldstein, Axe promotes its latest range of sweet-smelling fragrances with a darkly humorous twist.
The ads feature unsuspecting guys who, after using Axe’s new scents, become so irresistibly sweet that they outshine the actual sweethearts in their girlfriends' lives—leading to outrage from babies, dogs, and even teddy bears. In one standout spot, a toddler, comically portrayed by a doll during action shots, launches a full-on attack in a children’s play area. Another scene features a man-sized dog in a furry suit throwing punches, while a third spot showcases a once-lovable teddy bear turning aggressive.
Launched globally in markets like Mexico, Argentina, the U.K., and Australia, the campaign extends beyond TV screens with interactive activations, OOH takeovers, and social media buzz.
Image Credit: Axe
The ads feature unsuspecting guys who, after using Axe’s new scents, become so irresistibly sweet that they outshine the actual sweethearts in their girlfriends' lives—leading to outrage from babies, dogs, and even teddy bears. In one standout spot, a toddler, comically portrayed by a doll during action shots, launches a full-on attack in a children’s play area. Another scene features a man-sized dog in a furry suit throwing punches, while a third spot showcases a once-lovable teddy bear turning aggressive.
Launched globally in markets like Mexico, Argentina, the U.K., and Australia, the campaign extends beyond TV screens with interactive activations, OOH takeovers, and social media buzz.
Image Credit: Axe
Trend Themes
1. Humor-driven Marketing - Brands are increasingly using humor to create memorable and viral marketing campaigns, tapping into emotional engagement through laughter.
2. Sweet-fragrance Craze - The rise of sweet-smelling personal care products is captivating consumers by blending traditional masculine scents with unexpected sugary notes.
3. Interactive Advertising - Companies are blending traditional ads with active consumer participation through interactive platforms to amplify brand interaction and engagement.
Industry Implications
1. Fragrance Industry - The fragrance sector is innovating by introducing bold scent profiles that challenge conventional gender norms and attract a broader audience.
2. Advertising Industry - Advertising agencies are increasingly creating disruptive content to stand out in a saturated market through humor and unconventional storytelling.
3. Media and Entertainment - Media strategies are evolving to incorporate cross-platform storytelling that enhances viewer interaction and reach through digital and physical channels.
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