Axe has collaborated with the DJ and influencer Martin Garrix -- whose videos regularly get upward of 900 million views -- on a new music video as it seeks to target teenage boys via the music world.
The video for Garrix's track "Burn Out" backs the launch of a limited-edition Martin Garrix body spray, which is launching in Latin America markets and The Netherlands (22-year-old Garrix is Dutch, but his biggest market is in Mexico). Creative agency 72andSunny Amsterdam worked on it with Caviar directors Kinopravda as well as Garrix himself (who appears in a cameo role at the end.)
The film is set in a late-night laundromat, where a young guy wants to impress a girl. Shy at first, after spraying himself with Axe, he boosts his confidence and the boy and girl enter a washing machine drum to emerge in a series of fantasy worlds. They're transported to a jungle, a nightclub, a karaoke bar, a museum and a desert--and there's a lot of fun with soap suds and laundry along the way before they return to reality in the laundromat. The boy turns to leave, but another customer in the laundromat--played by Garrix--encourages him to go back and talk to the girl.
The film was shot over two days in Kiev, using two different sets. 72andSunny Amsterdam Creative Director Adam Koppel says the choice of a laundromat--a "boring location"--reflects the theme of transformation: "We wanted his emotional transformation to mirror the physical. Also, it was important that Axe had a role to play in the story so it didn't feel forced."
The project is Axe's main marketing activity for the coming season and comes as Axe is pushing music as a way to target boys as young as 14 via its Axe Music platform. "As a youth brand catering to young guys, we need to be where they are, and interruptive advertising is not going to be the means going forward, " says Rik Strubel, Axe vice president. "Music has been part of the brand in the past and it's a big passion point for young guys. Axe is about attraction, and music is a lubricant to that; we want to help young guys to find their magic."
Garrix is already teasing the video on his platforms and will use it as his official music video for "Burn Out." He and his new music also feature in Axe's product films promoting his limited edition body spray. While the campaign kicks off in Latin America and the Netherlands, the plan is for it to go global.