This is a brave one from Bartle Bogle Hegarty London and Unilever: an ad for as new fragrance that unleashes anarchy in New York City, complete with firemen and burning buildings around Central Park. You don’t need a particularly long memory to be strongly reminded of 9/11.
It’s beautifully done of course and great fun in its way for what is presumably the US version of Lynx Attract, recently launched in the UK. But you never know in the confusing world of Axe/Lynx.
Creatives were Daniel Schaefer and Szymon Rose and it was directed by Tom Kuntz for MJZ. The fearless client was Axe global brand director Tomas Marcenaro