Axe / Lynx takes bold humour to the next level in latest global campaign for its sweet smelling fragrance launch via LOLA MullenLowe, Madrid

Global Brief – Building on the success of its ‘Power of a Fragrance’ platform, launched in 2024 with the now-iconic ‘Robbery‘ and ‘Funeral‘ films, AXE is doubling down on bold, unexpected humour for the debut of its sweetest scent yet.

 

Teaming up once again with LOLA MullenLowe and directors Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions, which are set to air in Australia.

Rolling out across cinema, TV, and digital, the films showcase an irresistibly sweet fragrance that sparks unexpected jealousy—so much so that a cute dog, a baby, and even a teddy bear completely lose their cool.

“Great comedy, with a touch of surrealism, makes the impossible possible—violent babies, killer teddy bears, and a boxing dog. Bold campaigns like these don’t just happen. They come to life when a team has a sense of humour,” says Tomas Ostiglia, ECD at LOLA Mullenlowe.

“Extending our portfolio into new and exciting innovations is important for us to stay fresh and relevant, and our new range of sweet smelling fragrance gave us the license to push the brand idea of The Power of Fragrance into an even more absurd and unexpected territory,” says Caroline Gregory, Global Brand Director for AXE/Lynx.

The campaign will launch in multiple markets worldwide, including Mexico, Argentina, the UK, and Australia. But the humor doesn’t stop there—AXE is amplifying the power of sweetness with an ambitious OOH takeover, immersive audio content, interactive activations, and a social push designed to take the campaign to the next level.

AXE Team:
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Global Lead Social: Claire Linturn
Regional advertising producer Unilever: Attilio Gianfrancesco

Lead Agency: LOLA Mullenlowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Social Creative Director: Maria García Campos
Creative Team (Dog/Baby): Augusto Callegari, Pedro Mezzini.
Creative Team (Bear): Josefina Mateo, Ezequiel Scarpini
Social Media Manager: Ana Tejeiro
Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez, Rodrigo Muñoz
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Carlos Solchaga
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro

Production company: CZAR
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Lander Engels
DOP: Grimm Vandekeckhove
Service Production: Tickle
Post Production Coordinators: Bieke De Keersmaecker
Music Company: Big Sync Music
Global Head of Search & Licensing: Lisa James
Senior Music Supervisor: Alicia Leinot