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