Smell Ready


Unilever’s AXE, the No. 1 men’s fragrance brand in the world, launched a campaign with MullenLowe London to show how young guys can re-emerge into the new normal.

Simply told, the campaign uses relatable situations to humorously show changes to life after lockdown. The spot goes through the three main stages of lockdown: the initial unknown phase, the awkward phase and finally the challenge of re-emergence into normal life; the final pay off shows the great ways of using AXE’s products.