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.

Under the direction of award-winning filmmaker Andreas Nilsson, AXE delivers a brilliantly simple yet irresistibly funny film. The spot dramatizes the agonizing 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.

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.

Turn up the volume, sit back and enjoy.