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Axe: BabyTop 6 this week
Building on the success of its "Power of a Fragrance" platform—launched in 2024 with the now-iconic Robbery and Funeral films—AXE is doubling down on bold, unexpected humor for the debut of its sweetest scent yet. Teaming up once again with LOLA MullenLowe and directors Lionel Goldstein, the brand delivers a hilariously absurd campaign featuring three cinematic executions. Set to roll out across cinema, TV, and digital, the films showcase an irresistibly sweet fragrance that sparks unexpected jealousy—so much so that a cute dog, a baby, and even a teddy bear completely lose their cool.
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