Search
Close this search box.

Axe’s Enchanting Ad Featuring Coi Leray

Discover Axe's captivating ad campaign starring Coi Leray, as the brand targets Gen Z women with a seductive fragrance experience.
Words by Obadiah Ouzts
Photo from Coi Leray's official Instagram page @coileray, with no intended copyright infringement.

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

♬ original sound – Metro Boomin

Discover
Box Boys PR Photos-28
An Exclusive Interview with the Box Boys, Music Promoters Extraordinaire
Get a glimpse into the game-changing world of music promotion with an exclusive interview featuring the Box Boys.
0098 (1)
UNSTOPPABLE: THE RISE OF KING JAHZARE
In basketball, where talents are abundant and dreams soar high, an extraordinary star arises on the horizon – Jahzare Jackson. This young athlete’s...
DSC09458
KAREEM JOHNSON: THE CLIVE DAVIS OF HIP-HOP VISUALS
Not many artists in the audiovisual sphere can do what Kareem Johnson does. He not only drastically changed the world of hip hop, but since he emerged...

Female Rapper Of The Day: Blakeiana

Immerse yourself in the world of Blakeiana, the rising star female rapper. Experience the electrifying energy and powerful lyrics of her tracks ‘Dusties’ and ‘Telfy’ as she takes the rap scene by storm.

Kendrick Lamar’s “Not Like Us” Video Sparks Surge in Business for Burger Spot

Kendrick Lamar’s highly anticipated “Not Like Us” music video has had an unexpected impact, driving a remarkable 30-40% boost in business for Tam’s Burgers, a beloved local eatery in Compton. This heartwarming story showcases the power of community support and the enduring connection between the superstar rapper and his roots.

A BATHING APE® and Xbox Unveil Collaborative Collection

The iconic streetwear brand A BATHING APE® has teamed up with gaming titan Xbox to create a must-have collection that seamlessly blends fashion and gaming. Prepare for an explosion of style and excitement as these two powerhouses collide.

Megan Thee Stallion Brings the Heat to Family Feud

Rap superstar Megan Thee Stallion made a surprise appearance on the iconic game show Family Feud, facing off against other celebrity contestants under the watchful eye of host Steve Harvey. The resulting showdown is sure to have fans on the edge of their seats.