The Walk

AXE’s past advertising could be summed up as 'fleshy', often featuring scantily clad women painted as dimwitted fragrance fiends. Like a perturbed Bob Ross, The Walk broke this predictable pattern and composed something as complicated and layered as the modern love it depicts. The ad came as a blaring announcement that AXE is now primed to jump into the playground of modern attraction, spotlighting the way that love and lust can coexist on the same, broad spectrum. The Walk was ultimately the ad that AXE didn’t realise it needed 20 years ago.