AXE shows how scent drives attraction in latest ad campaign

The ad debuts a fresh take on AXE’s ultimate mission to help guys smell and feel their best because they never know when, where and with whom they’ll spark attraction

AXE is refreshing the dating game with a new :60 global ad spot (“The Walk”) that illustrates how guys can spark attraction anywhere. “The Walk” is a celebration of attraction that envisions a world transformed by confidence and irresistible scent.

The ad debuts a fresh take on the brand’s ultimate mission to help guys smell and feel their best because they never know when, where and with whom they’ll spark attraction. If you’re into it and they’re into it, AXE is into it.

Along with “The Walk,” the 360-degree campaign will roll out a slew of new content, packaging graphics and cutting-edge product technology.

The brand is committed to sparking attraction for all by breaking down barriers that exist in the dating world. From dealing with first-date jitters to struggling with self-doubt, AXE is here to help guys feel the charge of attraction.

The New AXE Effect empowers guys to have the confidence to spark attraction by feeling and smelling their best. “The Walk” showcases how the brand can transform an everyday walk into an amazing journey of attraction.

“At AXE, we know guys everywhere can relate to the desire to put their best foot forward in the dating game,” said Mark Lodwick, AXE Brand Director. “The New AXE Effect shows the evolution of our past creative and gives our guys the opportunity to smell good and feel confident so they’re ready for all possibilities of attraction.”

All elements – from casting to music selection and graphics – were inspired to resonate with this generation of men who are notoriously open minded when it comes to attraction.

To emphasise that smelling good with AXE iconic fragrances leads to feeling good, the brand is innovating their body spray, antiperspirant, deodorant and body wash lines. AXE’s proprietary Dual Action technology works simultaneously to bust odor and boost irresistible fragrance.

The brand has also partnered with award-winning graffiti artist Ben Tallon to update all AXE packaging. Tallon’s unique street style and keen understanding of culture made him the perfect choice to manifest the brand’s personality via bold graffiti artwork designs that complements AXE iconic scents.