Axe encourages guys to 'feel like a boss everyday' with new campaign from BBH London

Axe, known as Lynx in the UK, is setting out to remind guys that fragrance isn't just for special occasions in a new marketing push launching in Australia, New Zealand and LATAM.

Created by BBH London, the advertising seeks to encourage men to make the extra effort during the tougher days of the week and not just the weekends.

Gary McCreadie, creative director at BBH, said the new range of bodysprays mean "you can feel like a boss every day of the week". Adding: "These ads are a pep talk to guys to go after Monday and knock Wednesday out of the park. To take advantage of the days where no one else tries."

The two 50 second films, 'Monday' and 'Wednesday', show the daydreams of two protagonists imagining a hyperbolic version of the day ahead.

The films will run online and on TV in the three launch regions before rolling out elsewhere.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian