Smell your best when you look your worst with AXE

Unilever-owned fragrance brand AXE has launched Smell Your Best When You Look Your Worst.

Smell Your Best When You Look Your Worst is a multi-platform campaign from agency LOLA MullenLowe/Madrid spanning film, print, OOH, social, and experiential activations. Central to the launch are special-edition cans rolling out across key markets.

Launched globally this week, Airplane is just the first of seven stories that will reach millions of viewers throughout the World Cup. Each film is told from the perspective of a fan from a different country, making this a global launch that celebrates the unique cultural nuances of each region. 

Airplane follows a devoted Mexico supporter whose neighbours help him build an oversized cup costume to cheer on his team. The twist: while the look is terrible, his fragrance is not.

Caroline Gregory, Global Brand Director for AXE/Lynx, said the insight came from observing how single-minded fans become during the tournament. “During the World Cup, guys are all in on football, they’re not thinking about attraction. That was exactly the opportunity. It showed us the role AXE could play and unlocked a whole world of humour where the Power of a Fragrance creates unexpected connections.”