Axe has launched, in partnership with agency MullenLowe, Los Angeles, a new ad campaign, which advises men to not “overthink it”.
The campaign, titled “Don’t Overthink It,” which marks the Unilever-owned brand’s first U.S. TV support since August, debuted on Monday, March 9, with a 30-second spot that aims to encourage young men to use Axe body spray as a way to combat body odor and attract women. The protagonist, a guy watching a basketball game on the stadium, does that, but not before overthink it, too, and finding himself in an awkward situation. However, he manages to get what he wants with help from Axe body spray.
Houston Rockets star Russell Westbrook, who is also involved in the campaign as a creator of branded content, along with a host of social comedy creators including Donte Colley, King Bach, Kenny Knox and more, makes a cameo appearance as a disembodied Fathead image.
“Don’t overthink it,” the voiceover says at the end of the commercial, adding “Axe. When it’s on, you’re on”.
The campaign, which was developed starting from an Axe survey research showing that 42% of U.S. teens find the rules and advice around modern dating confusing, targets Gen Z males and aims to encourage them to just use Axe body spray instead of giving space to anxiety and self-doubt about themselves.