Building on the success of its "Power of a Fragrance" platform—launched in 2024 with the now-iconic Robbery and Funeral films — AXE is doubling down on bold, unexpected humor for the debut of its sweetest scent yet.
Teaming up once again with LOLA MullenLowe and directors Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions.
Set to roll out across cinema, TV, and digital, the films showcase an irresistibly sweet fragrance that sparks unexpected jealousy—so much so that a cute dog, a baby, and even a teddy bear completely lose their cool.
