AXE has once again graced us with its latest commercial, this time promoting their “Long Lasting” fragrance. The ad, directed by the acclaimed Andreas Nilsson (known for commercials for Hornbach, Toyota, Uber, and many more ), presents a humorous take on the trials of a particularly sluggish suitor.
In the commercial, our protagonist embarks on what can only be described as an odyssey across an absurdly elongated couch, aiming to reach his date. His glacial pace is amusing and exasperating, capturing the universal agony of waiting for someone to make a move. By the time he arrives—spoiler alert—his date is already drifting into slumber. The tagline reassures us that with AXE’s enduring fragrance, “timing doesn’t matter.”
This campaign is part of AXE’s broader “Power of a Fragrance” platform, aiming to highlight the lasting impact of their scents. The brand’s attempt to intertwine humor with product benefits is evident, though one might argue that the exaggerated scenario teeters on the edge of absurdity. Nevertheless, it’s a memorable piece that aligns with AXE’s history of playful advertising.
