Axe, the iconic brand known for its bold take on men’s grooming, has launched a new range of shower gels with a playful and unconventional campaign titled The neighbour. The spot, created by creative agency Lola MullenLowe and directed by Lionel Goldstein, was produced by Czar and debuts first in Germany before expanding to other European markets later this year.
The commercial invites viewers into the quirky and chaotic world of a young bachelor, caught mid-shower as the nostalgic German classic Oma, so lieb by Heintje plays in the background. An unexpected water outage leads to a bizarre and humorous quest for a solution, turning into a memorable and slightly surreal encounter — perfectly reflecting Axe’s signature style.
Tomás Ostiglia, executive creative director at Lola MullenLowe, commented, “The power of a fragrance is its ability to disarm, surprise, and connect people, even in the most unlikely situations. This film pushes boundaries while keeping the charm alive. It’s Axe at its boldest.”
Caroline Gregory, global brand director at Axe, added, “Our new shower gel is all about confidence and a scent that stays with you — even when things spiral out of control. This launch film captures that feeling in a way only Axe can: cheeky, subversive, and unforgettable.”
With this latest campaign, Axe continues to challenge industry norms through unconventional storytelling. The brand once again proves that confidence, combined with a memorable fragrance, can turn any moment into an adventure.
