Axe "What's your move?" by 72andSunny Amsterdam

Axe promotes its gaming platform with a sword-wielding campaign.

Launched at the gaming tournament League of Legends 2019 World Championship, the spots pose the question: "what if life had a rewind button?" "Chrono break" shows a young gamer’s attempt to seem cool in front of a love interest, while "Shop button" follows a couple celebrating their six-month anniversary with a giant sword. "So many are gonna suffer," the awestruck girlfriend says while holding her new weapon, called "the bloodthirster".

There will also be gaming-based activations in Madrid and Paris, as well as in-tournament activations including a dance cam, an augmented reality experience and a gaming scavenger house. It was directed by Ben Gregor through Knucklehead.