Axe leads angels into temptation
Axe presents its new fragrance Axe Excite from January 2011. The product launch will be supported by a campaign on TV, in cinemas, online, out of home, PR and at the POS. The central theme is "fallen angels". The key message: Axe Excite tempts even angels.
Director Rupert Sanders, who has already been awarded a Grand Prix in Cannes, tells the story of angels who - tempted by the new Axe Excite fragrance - fall to earth. They fall to the marketplace of a small town on the Mediterranean. There they set off in search of the source of the fascinating scent: a boy who unsuspectingly becomes the center of attention for the supernatural beings. The film was produced by MJZ, who represent Rupert Sanders and Spike Jonze, among others. The Mill, whose references include the visual effects of Ridley Scott's "Gladiator", visually staged the angels in post-production.
A new remix of the hit "Sexy Boy" by the band Air accompanies the images. The campaign was developed by BBH, London. Dokyo, Hamburg, is responsible for the German adaptation of the campaign.
In Switzerland, the film was released on February 14, 2011 as a 60-second film in cinemas and as a 30-second film on TV.
