AXE is refreshing the dating game with a new :60 global ad spot that illustrates how guys can spark attraction anywhere. “The Walk“ is a celebration of attraction that envisions a world transformed by confidence and irresistible scent.

The ad debuts a fresh take on the brand’s mission to help guys smell and feel their best because they never know when, where, and with whom they’ll spark attraction. If you’re into it and they’re into it, AXE is into it.

To emphasize that smelling good with AXE fragrances leads to feeling good, the brand is innovating their body spray, antiperspirant, deodorant and body wash lines. Their proprietary Dual Action technology works simultaneously to bust odor and boost irresistible fragrance.  The new product line includes:

• 48-hour High-Definition Refreshing Scent Body Sprays: AXE is introducing Dual Action technology to their line of body sprays. The revolutionary upgrade doesn’t just mask odor, it fights it for 48-hour freshness.
• 12-hour Refreshing Scent Body Wash: The newly redesigned AXE body wash is made with 100% plant-based prebiotics, helps suppress odor-causing bacteria at the source, and delivers a 12-hour refreshing scent. The dermatologist-tested formula is paraben free and features more moisturizers than before.
• Clear Formula Deodorant Sticks: The new deodorant sticks feature a new clear formula, without aluminum or parabens, for a smoother glide.
• Anti-Sweat Formula Antiperspirant Sticks: The new AXE antiperspirant formula with high-definition scent provides incredible wetness and odor control for a powerful 48-hour anti-sweat protection.
• Body, Hand and Face Bars: AXE is introducing its first-ever cleansing bar soaps with triple-use power for the body, hands or face with 100% plant-based cleansers.

As a brand, AXE is committed to sparking attraction for all by breaking down barriers that exist in the dating world. From dealing with first-date jitters to struggling with self-doubt, AXE is here to help guys feel the charge of attraction. The New AXE Effect empowers guys to have the confidence to spark attraction by feeling and smelling their best. “The Walk” showcases how AXE can transform an everyday walk into an amazing journey of attraction.

“At AXE, we know guys everywhere can relate to the desire to put their best foot forward in the dating game,” said Mark Lodwick, AXE Brand Director. “The New AXE Effect shows the evolution of our past creative and gives our guys the opportunity to smell good and feel confident so they’re ready for all possibilities of attraction.”

All elements for “The Walk” spot – from casting to music selection and graphics – were inspired to resonate with this generation of men who are notoriously open minded when it comes to attraction.

AXE has also partnered with award-winning graffiti artist Ben Tallon to update all AXE packaging. Tallon’s unique street style and keen understanding of culture made him the perfect choice to manifest the brand’s personality via bold graffiti artwork designs that complements AXE iconic scents.

“The Walk” was concepted and created by The Martin Agency, and is now live in the US, with more markets to follow. Click the link HERE to view.

To learn more about AXE and The New AXE Effect, visit www.AXE.com or follow @AXE on Instagram, Facebook, Twitter and YouTube.