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AXE - Sweeter than the Sweetest

AXE

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Sweeter than the Sweetest

Axe takes bold humor to the next level for its sweet smelling fragrance launch

2025

Film

Campaign

Advertising

Production

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.
So we teamed up with the irreverent director Lionel Goldstein to launch «The Power of Sweetness». 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.
The campaign will launch in multiple markets worldwide, including Mexico, Argentina, the UK, and Australia. But the humor doesn’t stop there—AXE is amplifying the power of sweetness with an ambitious OOH takeover, immersive audio content, interactive activations, and a social push designed to take the campaign to the next level.

“Axe makes guys smell a little too sweet in slapstick comic spots ”