Somewhere most brands would never dare to go
All-body deodorants were becoming the category’s new obsession, threatening to let competitors invade AXE’s fragrance territory. But while the category talked about “whole body”, young guys were already using AXE in the most taboo places regular deodorants were never made for. AXE needed to own that behaviour before anyone else did.
To make smelling good down there the new code of attraction.
Lower Body Spray deserved a launch as bold as the product itself. So we created three ultra-short, 10-second stories that went straight to the taboo zones no other deodorant brand dared to touch. Fast, absurd and unapologetically AXE, the films turned feet, bums and crotches into unexpected attraction stories, making the brand’s newest fragrance territory impossible to forget.
