BBH New York is releasing its latest work for Axe – its first integrated campaign for the brand since the multi-award-winning “Fear no Susan Glenn.” The campaign will launch the Axe White Label product line of stick and dry spray deodorant and hairstyle cream. Under the new tagline “How You Feel Says It All,” all three spots were shot by acclaimed Smuggler director Ivan Zacharias at an upscale resort in Lake Como. Each features an elegantly dressed and well-groomed man. 

His use of Axe White Label products gives his demeanor a visceral confidence, inspiring onlookers in the world around him to project images of the exciting career and lifestyle he must lead. Each spot ends with a reveal that he, in fact, is just a resort employee.

The work targets a new, more mature male audience than previous Axe campaigns, which is reflected in the ritzy setting and a cast of older, wealthier, more sophisticated women. The three spots are currently public online; on December 29th, the “Hotel” and “Pool” spots will hit TV, and all films will be live on the White Label website on January 2nd. It’ll all culminate with a White Label Collective activation on the website on January 13th.

Ari Weiss, Executive Creative Director, BBH New York commented: "If you've ever been out to a restaurant in Los Angeles, you've seen this moment a million times: someone with confidence walks in the front door and everyone turns and wonders who they are. We figured we'd recreate this phenomenon in more eclectic environments and spend some time enjoying the different archetypes our hotel guests incorrectly imagine our heroes embody."

Ivan Zacharias, Director, had a great experience whilst shooting the spots: "I loved the idea of spending time in people’s minds as they judge someone. Usually your judgments say much more about you than the person you’re judging. That, and how often do you get to shoot a Riva, a dog show, a Siberian fight scene and a Mongolian comedy club in a single film?"