Axe (Lynx in the UK) is releasing a campaign to mark the launch of its redesigned products. Bartle Bogle Hegarty created the ad, which launches in mainland Europe in April and the UK in May. The film opens in the ice age, with a man and woman locking eyes. The lovers move towards each other but are kept apart when the ice beneath their feet splits, casting the man adrift. The same couple keep meeting in different eras of history, only for fortune to continually separate them. They then meet in the present day and, after the man applies Axe bodyspray, cheat fate and walk off together. The work was created Matt Fitch and Mark Lewis, and directed by Tim Godsall through Biscuit Filmworks.
Deputy executive creative director
Interactive art director
Strategic business lead
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