Best Axe Campaigns of All Time
Axe spent two decades convincing teenage boys that a frantic cloud of aerosol was the ultimate mating ritual, only to pivot toward the soulful realization that being a man might involve more than just a can of Lynx Africa. It is a masterclass in shifting from juvenile slapstick to genuine cultural relevance without losing that essential, cheeky edge. From airborne jets to Susan Glenn, the evolution of their brand strategy is visible right here. Browse the work below.
7 campaigns
Lynx / Axe: Sweeter Than The Sweetest
To promote its new sweet fragrances, Lynx dramatized the power of sweetness through absurdist films where traditionally sweet icons - like teddy bears - become violently jealous of a man's superior scent, subverting soft gourmand notes into a primal force.
Lynx: Scratch & Sniff
Lynx launched its Lower Body Spray by turning high-fashion billboards into interactive scratch and sniff experiences, inviting men to lean into their natural instinct to scratch their crotch to sample the fragrance in a humorous, public product demonstration.
Axe Peace: Call to Arms
Axe (a men's grooming brand) created a powerful anti-war campaign that redefines masculinity by suggesting that empathy, love, and peace are more powerful weapons than actual military weapons. The campaign uses an emotional film showing soldiers choosing compassion and human connection over violence, ultimately transforming a potential conflict into a moment of mutual understanding and peace.
Axe: Fear No Susan Glenn
Axe created a humorous marketing campaign that playfully exaggerates a man's romantic regret about not approaching his ultimate dream girl, Susan Glenn. The campaign uses poetic, over-the-top language to describe an unattainable woman, turning her into a mythical figure and humorously highlighting the brand's core message about male confidence and attraction.
Axe: Young and Mature
Axe created a unique 3D video experience that allows viewers to see different women (young and mature) by using only their right or left eye, creating an innovative and engaging visual illusion. The campaign aims to showcase the versatility of the Axe brand by presenting multiple perspectives and attracting different audience segments through a playful and interactive marketing approach.
Axe Dry: Anti Transpirante
Axe Dry anti-perspirant created a hilarious campaign that dramatically exaggerates excessive sweating, showing embarrassing scenarios where people suddenly sweat uncontrollably in public. The brand used humor and extreme visual metaphors to highlight the problem of sweating and position their product as the ultimate solution for preventing this awkward social situation.
Lynx: Lynx Jet
Lynx created a hyper-sexualized fantasy airline, Lynxjet, offering unparalleled comfort and intimate service, then revealed it as a deodorant-induced daydream. This campaign cleverly tapped into male fantasies of attraction and luxury, positioning Lynx as the key to unlocking these aspirational, albeit absurd, experiences.