The male fragrance brand Ax He has built his brand about the use of humor and an irreverent and daring character. Surrealism has been one of the features of its communication, which now leads to a new level with “The neighbor”, the announcement with which he makes his New shower gels line In European markets.

By the hand of the creative agency Lola Mullenlowe, He has created a fun spot that arises as a declaration of intention of the product. The piece follows a young man who runs out of water while enjoying a shower to the rhythm of German success “Oma, So Lieb”, from Heintje. Seeking to solve his problem he resorts to her neighbor, apparently an endearing old woman who finally turns out to be much more.

The announcement, which is a new sign of how the brand continues to break the category narrative codes, has had production of Czar and has been directed by Lionel Goldstein. As the agency explains in a statement, it opens first in Germany, and will be executed in others European markets Throughout the year.

“Our new shower gel is about trust and a fragrance that remains, even when everything gets out of the script“; said Caroline Gregory, Global Brand Director of Ax.”This launch film captures it as only Ax knows how to do it: with mischief, irreverence and an unforgettable touch ”.

For its part, from the agency they assure that “the neighbor” offers An even more daring version of Ax, taking your concept to the limit, but without losing the charm that characterizes it. “The power of a fragrance remains a beautiful excuse to surprise from humor, and tell stories of attraction, even the most unexpected“Tomás Ostiglia, executive creative director of Lola Mullenlowe said.