Axe launches hilarious long lasting campaign for those who take too long

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 dramatises the agonising 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

Unilever – Long Lasting

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Agency LOLA MullenLowe/Madrid
Production Company CANADA/Spain
Director Andreas Nilsson

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Credits

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Agency LOLA MullenLowe/Madrid
Production Company CANADA/Spain
Director Andreas Nilsson
Editing The Quarry
Post Production Melt/Warsaw
Sound IXYXI
Music Big Sync Music
Executive Creative Director Tomas Ostiglia

Creative Director Maria Garcia Campos
Creative Director Jorge Zacher
Creative Director Dante Zamboni
Copywriter Lara Ramirez Erustes
Art Director Blanca Lopez Cabanas
Head of Production (HP) Felipe Calvino
Producer Marina Saro
Executive Producer Victor Mata

Production Designer Jon Blud
Producer Christy Alcaraz Moyer
DP Lasse Frank
Editor/Partner Jonnie Scarlett
Colorist Xavi Santolaya
Music Supervisor Alicia Leinot

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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 humour 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." comments Tomás Ostiglia, ECD at Lola Mullenlowe.

“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 humour once again.” states Caroline Gregory, Global Brand Director for AXE.