LOLA MullenLowe Brings Bold Humor to AXE’s Sweetest Fragrance Launch
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Building on the success of its “Power of a Fragrance” platform, LOLA MullenLowe and AXE take their bold humor even further with the launch of AXE’s sweetest fragrance yet. Following the now-iconic Robbery and Funeral films from 2024, the brand doubles down on unexpected absurdity, proving just how irresistible scent can be.
Developed in collaboration with LOLA MullenLowe and directed by Lionel Goldstein, AXE delivers a hilariously absurd campaign where its fragrance sparks unexpected jealousy. With three cinematic executions, the campaign is set to roll out across TV, cinema and digital platforms.
“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 humor,” commented Tomas Ostiglia, Executive Creative Director at LOLA MullenLowe.
Launching in key markets including Mexico, Argentina, the UK and Australia, the campaign will extend beyond film with an OOH takeover, immersive audio content, interactive activations, and a social push designed to amplify the power of sweetness to the next level.
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