The sweet smell of Axe’s new shower gel line can cause people to do unexpected things. In a new campaign from Lola Mullenlowe, Axe continues to shock and entertain audiences as part of its ongoing mission to redefine masculine grooming. 

The new film titled ‘The Neighbour’ was created by Lola Mullelowe and produced by Czar. It features a charming young bachelor taking a shower with his new Axe shower gel, before his cheeky neighbour decides that she also wants to get in on the action.

Set in a charmingly messy apartment of a young man, the film opens with the bachelor mid-shower singing the nostalgic German hit “Oma, so lieb” by Heintje as he washes. Overhearing from next door, his elderly neighbour turns off the water supply, forcing the man to walk naked, covered in bubbles, across the hall with his stereo in hand.

With charming first-person cinematic narration to camera, the man continues his shower next door. Yet, far from being the innocent neighbour, it is clear to audiences that it was all part of the plan. A simple search for plumbing turns into a surreal and unforgettable encounter that sticks in the minds of audiences long after the spot ends.

The campaign has been directed by Lionel Goldstein and will debut in Germany before rolling out across additional European markets later this year.

“Our new shower gel is about confidence and scent that stays with you — even when things go wildly off script. This launch film captures that in a way that only Axe can. It’s cheeky, subversive, and unforgettable,” says Caroline Gregory, Global Brand Director at Axe.

The campaign uses humour and the unexpected to bring to life the power of fragrance, something notoriously tricky to convey to audiences without smell-a-vision. Through subverting audience expectations, Axe is able to convey its new product offering in a unique, memorable way.

“The power of a fragrance lies in its ability to disarm, surprise, and connect people — even in the most unlikely moments. This film pushes the edge, but never loses the charm,” added Tomás Ostiglia, Executive Creative Director at Lola MullenLowe. 

The spot underlines the power of the unexpected. By using storytelling to challenge the conventions of masculine grooming, the campaign brings the product to life with signature Axe brand personality.