MANILA, PHILIPPINES – For the launch of its first long-lasting fragrance campaign, part of the Power of a Fragrance platform, AXE is bringing audiences a love story that’s very, very slow — but absolutely hilarious.
Teaming up once again with global creative agency LOLA MullenLowe, this time under the direction of award-winning filmmaker Andreas Nilsson, AXE delivers a brilliantly simple yet irresistibly funny film. The spot dramatizes the agonizing slowness of a lovable guy, who embarks on an endless journey across a ridiculously long couch to reach his date — who, by the time he arrives, is already half-asleep.
We won’t spoil the ending, but let’s just say — you can probably guess. Because when you have the power of a fragrance that lasts, timing doesn’t matter. The campaign will roll out across Latin America and Europe, with this film leading the charge for a wave of content designed to take over social media. So take your time — but don’t miss it!
“This project is a brilliant testament to how humor can be elevated with the right details — proof that simplicity remains the most powerful tool for effective communication, especially when the benefit is crystal clear,” LOLA MullenLowe’s Executive Creative Director commented.
“There is a universal and timeless insight that when you are attracted to someone it can take a little longer to make the move – and that’s why our fragrances are not only great, but they are long-lasting. This simplicity and clarity enabled us to really ramp up the humor once again.” AXE Global Brand Director Caroline Gregory added.
CREDITS
Client: Unilever
Brand: AXE
Campaign: AXE– “Long Lasting”
AXE Team:
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Regional advertising producer Unilever: Attilio Gianfrancesco
Lead Agency: LOLA Mullenlowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Maria García Campos, Jorge Zacher, Dante Zamboni
Copywriter: Lara Ramírez
Art Director: Blanca López
Visual Designer: Rodrigo Muñoz
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Carlos Solchaga, Cristina Panea
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro
Production House – CANADÁ
Direction: Andreas Nilsson
Executive Producer: Victor Mata
Producer: Christy Alcaraz
Production Manager: Dani Molina
DOP: Lasse Frank
Production Designer: Jon Blud
Wardrobe: Violeta Comella
MU & Hair: Andrea Trenado
Editor: Jonnie Scarlett (The Quarry)
Post Production Coordinator: Marina Martínez
Postproduction House: Melt Creative
Color correction: Xavi Santolaya
Sound: IXYXI
Music Agency: BigSync
Music Supervisor: Alicia Leinot
