Axe Dresses a Mexico Fan as the FIFA World Cup

He's heading to the tournament in style

You’re flying to attend the FIFA World Cup. Your seat-mate arrives, dressed as the famous soccer trophy. Where’s the beverage cart? Make that wine spritzer a double!

One such costumed superfan meets a new friend in this spot from Axe:

“During the World Cup, guys are all in on football—they’re not thinking about attraction. That was exactly the opportunity,” says global brand director Caroline Gregory. “It showed us the role Axe could play and unlocked a whole world of humor where the power of a fragrance creates unexpected connections.”

“it was a very extensive shoot over many days in Mexico City. We went from the Cruz Azul stadium, passing by anarchist print shops, and also one of the most notable nightclubs in Mexican nightlife: Salón Los Ángeles, a place once frequented by Frida Kahlo and Diego Rivera,” Axe global brand manager Matthew Yocum tells Muse. “With most of the actors being untrained, it added a genuine spontaneity.”

“Airplane” launched today, the first of seven country-specific, tourney-themed tales from LOLA Madrid. The low-fi, AI-free aesthetic scores, and we can imagine fans behaving this way. Though most would probably check their elaborate costumes as baggage. (Key word: most.)

“The trophy was specially built. There’s no CGI—it’s a real prop costume,” Yocum says. “And even though it might look like the most ridiculous or worst costume, it took a lot of work. There were specialists who created not only this costume, but all the costumes we will see throughout the seven stories.”

Along with the films, print, OOH, social and experiential activations are on tap.