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After Robbery, where a thief leaves with the waiter instead of the cash, and Funeral, where a woman falls for a corpse that smells too good to ignore, LYNX (AXE) and LOLA Madrid are back to prove that the right scent can hijack any situation.
This time, they are taking irresistible attraction to the most unexpected place imaginable: a hospital delivery room.
Directed by Lionel Goldstein, Birth is the latest installment in the brand's 'The Power of a Fragrance' platform. The film follows a woman in labor who suddenly becomes captivated by the scent of a slightly awkward medical assistant. Between intense breathing exercises, her attention wildly shifts to him, leaving her partner and the medical staff utterly baffled, and culminating in a hilariously unexpected decision.
Credits
View on- Agency LOLA/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
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Credits
View on- Agency LOLA/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
- Post Production CZAR Brussels
- Sound Senstudio
- Chief Creative Officer Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Dante Zamboni
- Creative Director Maria Garcia Campos
- Creative Maria Baguena Cabezas
- Creative Koke Dominguez
- Copywriter Augusto Callegari
- Producer Felipe Calvino
- Executive Producer Eurydice Gysel
- Producer Lander Engels
- DP Grimm Vandekerckhove
- Editor Manu Van Hove
- Post Producer Bieke De Keersmaecker
- Colorist Olivier Ogneux
- Casting Director Sasha Robertson
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency LOLA/Madrid
- Production Company CZAR Brussels
- Director Lionel Goldstein
- Post Production CZAR Brussels
- Sound Senstudio
- Chief Creative Officer Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Dante Zamboni
- Creative Director Maria Garcia Campos
- Creative Maria Baguena Cabezas
- Creative Koke Dominguez
- Copywriter Augusto Callegari
- Producer Felipe Calvino
- Executive Producer Eurydice Gysel
- Producer Lander Engels
- DP Grimm Vandekerckhove
- Editor Manu Van Hove
- Post Producer Bieke De Keersmaecker
- Colorist Olivier Ogneux
- Casting Director Sasha Robertson
Ditching gritty realism for cinematic, streaming-native surreal comedy, Birth pushes the boundaries of traditional advertising.
Tomás Ostiglia, CCO of LOLA Madrid said: “What makes 'Birth' work isn't just the shock value; it's the simplicity of the idea. The product benefit is so unapologetically clear that it survives, and actually thrives, in the most absurd situations."
Caroline Gregory, Global Brand Director Axe/Lynx: "‘The Power of a Fragrance’ platform has given us the license to explore humor from subversive and entirely new angles. In 'Birth', we show how a great scent sparks attraction even when the situation becomes absurd. This is the brand at its boldest and most unforgettable."
Created to reconnect with younger audiences through culturally relevant, exaggerated humour, Birth is rolling out this week across the UK and international markets.
