Axe makes guys smell a little too sweet in slapstick comic spots

Their girlfriends’ babies, dogs and teddy bears don’t like being upstaged in LOLA MullenLowe’s latest campaign

Published On
Feb 12, 2025

Editor's Pick

A year after their “Robbery” and “Funeral” spots earned widespread acclaim, LOLA MullenLowe and directing duo Lionel Goldstein are back with another Axe campaign—extended the dark humor but in more of a slapstick manner.

This time, the spots promote Axe’s new range of sweet-smelling fragrances, so the concept is built around sweetness. In three spots, guys are left smelling so sweet that their girlfriends’ babies, dogs and teddy bears—normally the sweetest things in the women’s lives—get violently jealous and exact revenge.

In the “Baby” spot above, a toddler starts beating up on the boyfriend at a children’s play area while Mom is off in the bathroom. There’s no effort to hide that the child is a doll during the action scenes, which somehow makes it even funnier.

 

Two more spots feature angry teddy bears and a pissed-off dog. In the latter spot, it’s clear in many scenes that the dog is a person in a dog suit—upping the absurdism further.

 

The spots are launching in markets worldwide, including Mexico, Argentina, the U.K. and Australia. There will also be OOH takeovers, immersive audio content, interactive activations and a social push.

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

“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,” said Caroline Gregory, global brand director for Axe.

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Credits

Date
Feb 12, 2025
Client :
Axe
Agency :
LOLA MullenLowe
Global Brand Director :
Caroline Gregory
Global Brand Manager :
Francisco Cevasco
Global Brand Manager Assistant :
Florencia Villar
Global Lead Social :
Claire Linturn
Regional Advertising Producer :
Attilio Gianfrancesco
Executive Creative Director :
Tomás Ostiglia
Creative Director :
Dante Zamboni
Creative Director :
Jorge Zacher
Social Creative Director :
Maria Garcia Campos
Creative Team :
Augusto Callegari
Creative Team :
Pedro Mezzini
Creative Team :
Josefina Mateo
Creative Team :
Ezequiel Scarpini
Social Media Manager :
Ana Tejeiro
Digital Creative Team :
Alexander Peck
Digital Creative Team :
Blanca Lopez
Digital Creative Team :
Lara Ramirez
Global Business Director :
Federico Duberti
Managing Director :
Tom Elliston
Account Director :
Carlos Solchaga
Account Manager :
Paula Portela
Head of Production :
Felipe Calvino
Producer :
Marina Saro
Production Company :
Czar
Director :
Lionel Goldstein
Executive Producer :
Eurydice Gysel
Producer :
Langer Engels
DOP :
Grimm Vandekerckhove
Service Production :
Tickle
Post Production Coordinator :
Bieke De Keersmaecker
Music Company :
Big Sync Music
Global Head Search & Licensing :
Lisa James
Senior Music Supervisor :
Alicia Leinot

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Industry
Project Type