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Axe & BBH rewrite history for revolutionary re-launch

April 22, 2014

To support the re-launch of the Axe product range, which includes a revolutionary new can, packaging design and upgraded fragrance quality, BBH London has created a campaign that rewrites history to demonstrate the power of the new, upgraded Axe.

‘Soulmates’ is based on the idea that the new, upgraded Axe allows guys to transform their fortunes and make their own fate in a way that wasn’t previously possible. The rules of seduction have changed and whilst Axe continues to help men succeed in the game of attraction, the new campaign adopts a more progressive take on the story by reflecting a more thoughtful and romantic view of the relationships between a guy and a girl; two Soulmates, through the ages.

Fernando Desouches, Axe Global Brand Director, commented: “It’s not about quantity any more, but about quality. Axe is perfectly positioned to help guys in their search with the smell of a fragrance providing the spark of interest that ignites a classic love story between a guy and the girl of his dreams. BBH have brought this to life with a classic Axe Effect story – a poetic and epic film that supports our best product mix ever.”

The 90-second film is a love story that follows a guy who takes fate into his own hands to find his true love, in spite of any adversity. An optimistic take on romance, the film shows that soulmates do exist, but sometimes you need a little help to make it happen. It ends with the line “Don’t rely on fate. All new AXE. Upgraded.”

The film was shot by Tim Godsall through Biscuit Filmworks, and is set to Order of Era’s version of the track ‘One’, originally by Harry Nilsson. Order of Era marks a collaboration between two already established bands, Civil Civic and Hunting. ‘One’ will be their debut single which will be hitting the airwaves in May.

The integrated campaign spans TV, Cinema, Out of Home, Print, Mobile and Digital media.

The campaign launches in mainland Europe in April and other markets, including the UK, will roll out in the coming months.

Wesley Hawes and Gary McCreadie, Creative Directors at BBH London said: "We wanted to create an epic love story that dramatised the power of the new upgraded Axe fragrances. In Soulmates, we see our protagonist pursue his true love through various stages of time, trying to overcome the biggest obstacle in his path - fate. This campaign represents a more grown up approach to romance and relationships from Axe."

Matt Fitch and Mark Lewis, the creative team at BBH London added: "The idea came from the insight that there’s nothing worse than a missed opportunity. Regret is a terrible thing but by never giving up – and with a little help – you can make it happen."


  • Title: Don't Rely on Fate / Soulmates
  • Brand: Axe