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Unilever AXE and LOLA MullenLowe launch hilarious long-lasting campaign for those who like to take their time
For the launch of its first long-lasting fragrance campaign, part of the Power of a Fragrance platform, AXE is bringing audiences a love story that’s very, very slow—but absolutely hilarious.
Teaming up once again with global creative agency LOLA MullenLowe, this time under the direction of award-winning filmmaker Andreas Nilsson, AXE delivers a brilliantly simple yet irresistibly funny film. The spot dramatizes the agonizing slowness of a lovable guy, who embarks on an endless journey across a ridiculously long couch to reach his date—who, by the time he arrives, is already half-asleep. We won’t spoil the ending, but let’s just say—you can probably guess. Because when you have the power of a fragrance that lasts, timing doesn’t matter.
Tomás Ostiglia, ECD at LOLA MullenLoweThis project is a brilliant testament to how humor 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.
The campaign will roll out across Latin America and Europe, with this film leading the charge for a wave of content designed to take over social media.
Caroline Gregory, Global Brand Director for AXEThere 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.
So take your time—but don’t miss it!
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