A Mexican fan requests the help of neighbors and friends to make a costume, in the shape of a golden trophy, with which to go to the World Cup matches and cheer on his team. His appearance is horrible, but his smell is not, as demonstrated by the attraction that his Ax fragrance awakens among the passengers of the plane that takes him to make his dream come true.

That is one of the first seven stories with which the Univeler brand communicates its participation as a sponsor of the sports competition, which will take place between June 11 and July 19 in Mexico, the United States and Canada. It is part of the “Smell Your Best When You Look Your Worst” campaign, designed by the Lola Madrid agency, with which it is linked to the sporting event and celebrates the passion of the fans.

The first ad is titled “Avión,” and follows a Mexican fan on his crazy adventure to enjoy the tournament. The spot focuses on superfans who give themselves completely to their passion for football during the World Cup, even sacrificing their sex appeal in the name of sport. Ax stands as an ally so that they only have to worry about enjoying themselves.

“During the World Cup, the boys dedicate themselves completely to soccer; They don’t think about attraction. That was precisely the opportunity. He showed us the role AX could play and revealed a whole world of humor where the power of a fragrance creates unexpected connections.“Commented Caroline Gregory, Global Brand Director of AX/Lynx, in a statement from the agency.

Each of the pieces, which will be launched over the coming weeks, narrates the path to the World Cup from the perspective of a fan from a different country, making this global campaign a tribute to the cultural nuances of each market in which the brand has a presence.

The campaign runs across cinema, print media, outdoor advertising, social media and experiential activations. Beyond communication, Ax’s role as sponsor of the 2026 World Cup also materializes in marketing actions. Among them, the launch of a special edition of deodorants that is already distributed in key markets.
Argentina is one of them, where users have already echoed the arrival of the new fragrances.

Additionally, in some markets, such as Mexico, it has launched a contest together with Dove and Rexona, also Unilever brands. It encourages consumers to buy its fragrances, register their tickets on a website set up for the occasion and enter the draw for tickets to World Cup matches and exclusive products.