Axe launches hilarious long lasting campaign for those who take too long via LOLA Mullenlowe
Global Brief – 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 dramatizes the agonizing 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.
The new spot follows on from recent work, including “Baby” and “Bear,” completed via LOLA MullenLowe.
“This project is a brilliant testament to how humor 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,” says Tomás Ostiglia, ECD at Lola Mullenlowe.
Caroline Gregory, Global Brand Director for AXE. said: “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.”
Credits
Client: Unilever
Brand: AXE
Campaign: AXE– “Long Lasting”
AXE Team
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Regional advertising producer Unilever: Attilio Gianfrancesco
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 Director: 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
Postproduction House: Melt Creative
Color correction: Xavi Santolaya
Sound: IXYXI
Music Agency: BigSync
Music Supervisor: Alicia Leinot
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