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.