the new axe effect

BRAND: Axe Body Spray

We all know the old Axe effect — some jacked white guy sprays Axe across his chest and hoards of women flock like mindless zombies. Well, the times have changed,“bro.” This is The New Axe Effect, a much needed brand refresh that celebrates attraction for all.

2022 Effie Award Winner. 2022 Webby Award Nominee. 2021 Vimeo Staff Pick.

As featured on Adweek.

CREATIVES Ethan Fialk, Jesse Lane, Dave Ashton, Rahim Masunu
CREATIVE DIRECTOR Mik Manulik
AGENCY The Martin Agency