The idea that a fragrance has the power to connect two people on a romantic level is, at best, fictional. You shouldn’t take any perfume ad seriously. And in the past decade, Axe had adopted a more down-to-earth tone of voice, adding more to this confusion. A change was needed. So, when trying to convey this new viewpoint to our young audience, film was the undoubted answer. We created the most over-the-top, absurd fragrance films we could think of, with documentary-like commentaries from the protagonist. Our aim was to bring back humor to Axe films.

A global brand like Axe needs to reach various markets, but attempting to appeal to everyone often results in no one feeling truly identified.

To connect with young people in the UK, we delved deep into the culture by immersing ourselves in the heart of the country. We set the story in small villages, casting locals and embracing their accents. The narrative had to reflect a style and humor that felt authentic. To replicate the campaign in different markets, we avoided dubbing or translation. Instead, we subtitled it as if it were an English series.

A girl intends to rob a restaurant. But when she enters and points at the manager, she perceives his scent through her balaclava. He smells so good that the girl changes her mind, and instead of continuing with her robbery plan, the two of them end up running away together in the girl’s car.

Humor has historically been one of Axe's strongest assets. However, over the last decade, that message has gradually become diluted and flat. A change was necessary to regain entertainment value and to be attractive, especially for our main target: Gen Z boys.

The brand needed a campaign in line with its personality: young, irreverent, with a rule-breaking spirit. It was necessary to communicate in a simple and unequivocal way how great Axe fragrances smell.

The key was to be funny. We're talking about entertainment; we didn't want to depict real situations of Gen Z. We're tired of ads trying to replicate reality, which is a reality no one quite understands anyway. We wanted to make humor, so we looked for situations where comedy could flourish, where the last thing you'd expect is a situation of attraction. The result of this style is the Goldsteins seeking authenticity in every step of the process, the locations, casting, wardrobe, music, and we followed them enthusiastically. It was one of those times when you realize that the more freedom you give, the better the result.