AXE turns up the awkward
AXE turns up the awkward, and the fragrance in surreal new ad for shower gel.
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AXE, the iconic brand known for redefining masculine grooming, is launching a bold new shower gel line, and introducing it with a film The Neighbour, created by LOLA MullenLowe.
The campaign, produced by CZAR and directed by Lionel Goldstein, will debut in Germany before rolling out across additional European markets later this year.
Set in the cluttered-yet-charming apartment of a young bachelor, the film opens with him mid-shower, as the nostalgic German hit Oma, so lieb by Heintje plays in the background. When the water suddenly cuts out, a simple search for plumbing salvation evolves into a surreal and unforgettable encounter.
Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
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Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
- Executive Producer Eurydice Gysel
- Producer Maarten De Sutter
- Editor Manu Van Hove
- Post Production CZAR Brussels
- Post Producer Bieke De Keersmaecker
- VFX CZAR Brussels
- VFX Dries Derycke
- Color Crabsalad
- Colorist Laurens Orij
- Music Supervision Big Sync Music
- Senior Music Supervisor Alicia Leinot
- Music Supervisor Calum Price
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Dante Zamboni
- Copywriter Augusto Callegari
- Head of Production (HP) Felipe Calvino
- Art Director Tanker
- DP Grimm Vandekerckhove
- Sound Designer Senjan Jansen
- Audio Mixer Senjan Jansen
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Credits
powered by- Agency LOLA MullenLowe/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
- Executive Producer Eurydice Gysel
- Producer Maarten De Sutter
- Editor Manu Van Hove
- Post Production CZAR Brussels
- Post Producer Bieke De Keersmaecker
- VFX CZAR Brussels
- VFX Dries Derycke
- Color Crabsalad
- Colorist Laurens Orij
- Music Supervision Big Sync Music
- Senior Music Supervisor Alicia Leinot
- Music Supervisor Calum Price
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Dante Zamboni
- Copywriter Augusto Callegari
- Head of Production (HP) Felipe Calvino
- Art Director Tanker
- DP Grimm Vandekerckhove
- Sound Designer Senjan Jansen
- Audio Mixer Senjan Jansen
“The power of a fragrance lies in its ability to disarm, surprise, and connect people, even in the most unlikely moments,” said Tomás Ostiglia, Executive Creative Director at Lola MullenLowe. “This film pushes the edge, but never loses the charm. It’s AXE at its boldest.”
Caroline Gregory, Global Brand Director at AXE, added: “Our new shower gel is about confidence and scent that stays with you, even when things go wildly off script. This launch film captures that in a way that only AXE can. It’s cheeky, subversive, and unforgettable.”
AXE continues to challenge conventions in the personal care space with unexpected storytelling. A brand that proves once again that confidence (and a good scent) can take you anywhere.
