AXE's salty sweetness
In a trio of bonkers spots from LOLA MullenLowe, nice-smelling gents are attacked by the cute companions of their ladyfriends.
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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
- Music Big Sync Music/Singapore
- Service Production Tickle Film
- Creative Augusto Callegari
- Creative Pedro Mezzini
- Executive Creative Director Tomas Ostiglia
- Creative Director Dante Zamboni
- Head of Production (HP) Felipe Calvino
- Producer Marina Saro
- Creative Director. Jorge Zacher
- Executive Producer Eurydice Gysel
- Producer Lander Engels
- DP Grimm Vandekerckhove
- Music Supervisor Alicia Leinot
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency LOLA MullenLowe/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
- Music Big Sync Music/Singapore
- Service Production Tickle Film
- Creative Augusto Callegari
- Creative Pedro Mezzini
- Executive Creative Director Tomas Ostiglia
- Creative Director Dante Zamboni
- Head of Production (HP) Felipe Calvino
- Producer Marina Saro
- Creative Director. Jorge Zacher
- Executive Producer Eurydice Gysel
- Producer Lander Engels
- DP Grimm Vandekerckhove
- Music Supervisor Alicia Leinot
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.”
