The Challenge
Axe was launching a new shower gel with premium fragrances, but men don't see showering as a grooming step worth investing in. In a category dominated by women, Axe needed to recruit young men from scratch.
AXE
The Neighbour
A shower nobody saw coming, to launch Axe’s new shower gel.
The Crazy Ambition
To make showering as unexpectedly consequential as only Axe can.
The Idea
The campaign takes AXE’s humour to unprecedented levels, transforming this product’s simple benefit: smelling amazing into a powerful attraction story. After having his water cut out mid shower, a young man asks to shower at his elderly neighbour's apartment, who meets him after his shower only wearing a hand-knitted BDSM outfit hypnotised by how amazing he smelled afterwards.
