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Unilever – Baby

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Comedy trends may come and go, but there's no denying the evergreen LOLability of good ol' slapstick.

Taking familiar rom-com scenarios and turning them on their heads, LOLA MullenLowe latest campaign for AXE sees hapless chaps get the living hell beaten out of them by a jealous Baby, Dog, and Teddy Bear.

Deliberately leaning into the absurdity of the situation with its OTT performances and delightfully naff stunt replacements, CZAR director Lionel Goldstein pulls off old-school silliness with aplomb.

"Great comedy, with a touch of surrealism, makes the impossible possible," explains comments Tomas Ostiglia, ECD at Lola Mullenlowe. "Violent babies, killer teddy bears, and a boxing dog. 

"Bold campaigns like these don’t just happen. They come to life when a team has a sense of humour." 

“Extending our portfolio into new and exciting innovations is important for us to stay fresh and relevant," adds Caroline Gregory, Global Brand Director for AXE/Lynx. "Our new range of sweet-smelling fragrances gave us the license to push the brand idea of The Power of Fragrance into an even more absurd and unexpected territory.”

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