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 … read moredebut 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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