The idea that a fragrance has the power to connect two people on a romantic level is, at best, fictional. You shouldn’t take any perfume ad seriously. And in the past decade, Axe had adopted a more down-to-earth tone of voice, adding more to this confusion. A change was needed. So, when trying to convey this new viewpoint to our young audience, film was the undoubted answer. We created the most over-the-top, absurd fragrance films we could think of, with documentary-like commentaries from the protagonist. Our aim was to bring back humor to Axe films.