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The AXORCIST is Here to Rid You of Demonic Imitation

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Horror-inspired AXE films from LOLA MullenLowe Barcelona show the imposing character exorcising trends and fads from teenagers

The AXORCIST is Here to Rid You of Demonic Imitation
There is a moment in the lives of young people when they feel obligated to imitate trends imposed on them by society. But this "demon" has his days numbered, thanks to someone who will help them expel that entity from their bodies and their thoughts: The AXORCIST.

"With this campaign, the brand aims to show that you have your own magic and you can find it without pretending to be someone you’re really not," says Ana Palencia, Director of Communication and Sustainability of Unilever Spain. 

AXE wants to banish that mysterious force that tries to convince young people that they have to follow parameters to be considered beautiful or successful. AXE wants you to be yourself and celebrate the uniqueness you already have.

The campaign includes three situations, Home, Gym and Hairdresser. All three protagonists are young men who are "owned" by an entity that needs to be expelled.
"The main challenge of this campaign is getting closer to young people, being consistent with the brand messaging, but without sounding repetitive. It was important to avoid giving life lessons or advice on how to behave and simply convey that they are free to be whatever they want to be. This may sound a little dense, so we decided to do it in a funny and relatable tone," say Nacho Oñate and Nestor García, executive creative directors of LOLA MullenLowe Barcelona.

The brand has evolved with masculinity and the diverse needs of young people today, from a deodorant brand to a personal care brand. AXE's portfolio of new and fresh products includes deodorants, antiperspirants, cologne, shower gel and hair care. This range adapts perfectly to different styles and tastes, always helping to highlight the real beauty.

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Advertiser: AXE Spain

Clients: Marta Bermúdez, María Ferrer-Viana, Carla Del Pozo

Media Agency

Media Agency: Mindshare

Production Company

Production Company: Garage Films

Executive Producer: Oriol Uria

Director: Albert Uria


Music Company: Trafalgar13

Creative Agency

Creative Agency: LOLA MullenLowe Barcelona

Chief Creative Officer: Chacho Puebla

Executive Creative Director: Nacho Oñate y Néstor García.

Creative Director: Santiago Davis, Leandro Mosca

Art Director: Leandro Mosca, Diego Vieira

Copywriter: Santiago Davis, Carolina Pinheiro

Producer: Daniel Camino

CEO: Amaya Coronado

Head of Art: Diego Vieira

Content team: Emmanuel Béjar, José Andreu

Business Director: Gonzaga Ayllón

Account Supervisor: Mónica López-Rayón

Head of Planning: Gem Romero

Social Strategist: Estefania Navarro

Head of Production: Luis Cristóbal

Genres: Comedy, People, Storytelling, Dialogue

Categories: Deodorant, Beauty & Health

LOLA MullenLowe, Tue, 07 May 2019 15:13:01 GMT