New global campaign for Axe focuses on slow dates and long-lasting fragrance

Axe has launched its first long-lasting fragrance with a global campaign under its ‘Power of a fragrance’ platform, featuring a take on attraction and timing.

The campaign created by Lola MullenLowe centres on a 60-second film directed by Andreas Nilsson through Canadá. 

The ad follows a man on an exaggeratedly slow journey across a long couch to reach his date, who falls asleep during his slide but is then awoken by his scent. 

The story aims to highlight the idea that with a long-lasting fragrance, timing becomes irrelevant.

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."

The campaign will be rolled globally, with the film leading a wave of social media content.

The copywriter on the campaign was Lara Ramirez and the art director Blanca Lopez. The creative directors were Maria García Campos, Jorge Zacher, Dante Zamboni.

Tomas Ostiglia, executive creative director at Lola MullenLowe added, "This project is a brilliant testament to how humour 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."