Men’s grooming brand AXE has enlisted Lil Baby to star in its new “Fresh as Fr*sh” campaign, which includes a TV advert as well as a limited-edition product set that a few lucky participants can win.
Created by Richmond, VA’s The Martin Agency, the spot features a young man who uses AXE deodorant, which offers 48-hour protection, and then leaves his apartment and goes on a car ride with Lil Baby and several animated rabbits. The video also shows an older man winking at the guy while popping a wheelie in his electric shopping cart.
The end of the commercial sees the protagonist attending a rooftop gathering, where he meets a beautiful woman, who seems impressed by his fresh scent. “Smell Fresh as Fresh” the voiceover says.
The song playing in the background is Lil Baby’s 2020 single “All In”. Included on his second studio album My Turn, the single is available for purchase on Amazon for $1.29.
“Lil Baby exudes a level of freshness and confidence that we see resonating with Gen Z guys everywhere. As the No. 1 men’s fragrance brand, we wanted to partner with someone who matches our passion for keeping guys feeling and smelling fresh. On top of that, Lil Baby is an AXE user – and keeps AXE Apollo on his tour rider at all times – so it made sense to swipe right with someone who has an authentic connection to our fragrance,” AXE’s global brand director Caroline Gregory said in a press statement about the brand’s partnership with the award-winning rapper.