Weekend Watch: Axe collaborates with Martin Garrix for 'these are the times'

Put on your dancing shoes and get ready for the weekend with this Axe film. The deodorant brand has collaborated with Martin Garrix for his new single 'these are the times'.

 

Conceptualised by 72andSunny Amsterdam for the Axe Music Platform, the film aims to showcase the power music has to ‘move people closer’. 

 

Preceding the film was an opportunity for fans to feature in the video. Axe asked fans to submit their own earphones sharing moments for a chance to feature in the new music video. They continued the movement on TikTok with the #movesyoucloser challenge, calling on fans to upload videos of themselves sharing earphones in the most creative way. 

 

William Humphries, global brand manager, Axe Music said, “It’s been a pleasure working with Martin again – he’s an amazing collaborator and is a perfect ambassador for Axe as we continue to grow our Music platform. In this campaign, we’ve highlighted the obvious relationship music has to attraction and we’ll continue to draw on this in the future. Saying this, the depth of the universal insight around how sharing music can drive real-life connection with friends, family as well as love interests is what has inspired this campaign and made it truly powerful.”

 

Adam Koppel, creative director, 72andSunny Amsterdam, said, “This is our second music video for Axe and Martin Garrix. It was a blast. It’s a great partnership. For us, it’s the perfect chance to bring some fun, magic and charm to the world of attraction. And any time you can throw a guy down a water slide is a good day.”

 

CREDITS:

 

Creative agency: 72andSunny Amsterdam

Director: Ivana Bobic

Production company: Riff Raff

Sound design company: Wave London

Post/VFX company: MPC London