Axe, the popular personal care brand, is making a bold move to appeal to Gen Z women with its latest ad campaign featuring rapper Coi Leray and producer Metro Boomin. Leray is the first woman to lead a campaign for Axe, and the brand is leveraging the star power of both artists to reach a new audience.
The ad, titled “Fit Check,” is part of Axe’s “Smell Finer. Get Closer” campaign. Created by The Martin Agency and directed by Joseph Mann, the visually surreal 30-second spot takes viewers on a dreamlike journey. It follows two friends who are transported to a sherbet-colored dreamscape after the woman sprays her male friend with Axe’s Black Vanilla fragrance. In this fantastical world, Leray and Boomin are waiting to assist in their twisty courtship, with their seductive song “Enjoy Yourself” creating a captivating backdrop.
The ad emphasizes the power of scent in deepening attraction and fostering real human connection in a world where everything is just a swipe away. It aims to tell a story of taking two friends and turning them into something more through the influence of fragrance. The campaign strives to resonate with Gen Z women by showcasing the role they play in influencing the scents that the men in their lives wear.
Caroline Gregory, global brand director of Axe, expressed that partnering with Leray as Axe’s first-ever female talent was a natural choice. Leray’s persona and high energy appeal to both guys and girls, making her a prominent figure in pop culture today. Axe plans to involve Leray and Boomin throughout the duration of the campaign, with more exciting news to be revealed later in the year.
In recent years, Axe has focused on tapping into fragrance and cultural trends within the Gen Z demographic. The brand has worked with renowned perfumers to develop its Fine Fragrances Collection and partnered with influential artists like Lil Baby. By activating on social platforms like TikTok and Twitch, where Gen Z spends their time, Axe aims to provide better ways for young men to smell and feel their best.
The ad will officially launch during National Basketball Association games on March 7 and will also run during sports and entertainment programming on major broadcast networks and streaming services. With its visually stunning and seductive approach, Axe hopes to make a lasting impression on Gen Z women and expand its reach in the fragrance market.
@metroboomin Just thinkin why yall haven’t bought all the new @AXE Black Vanilla from the store yet ???? #AxeSmellsFiner #AxePartner
