Axe's commercial for 'Don't Rely on Fate' tells the story of what seems like an impossible romance, as a guy falls in love at first sight and is then unable to meet his dream girl. The Axe ad skips throughout time, teasing close encounters between the couple, only to have them ripped apart by tragic events like the ice age, the eruption of Mount Vesuvius over Pompeii, the Titanic and war.
As the commercial goes on, it's really starting to seem like this guy should just move on, since luck is obviously not on his side. However, as the commercial reaches the 21st century, the cursed man goes sprays himself with Axe and suddenly, his dream girl appears at his side. Soon after the couple finally unites, a truck comes crashing into the gas station they are just leaving and the guy's centuries of bad luck have finally ended.
Key Themes Behind This Trend
- Romantic Storytelling
- Opportunity for innovative storytelling techniques that engage emotions and captivate audiences.
- Nostalgia Marketing
- Opportunity to tap into consumers' longing for past eras and create a sense of connection and authenticity.
- Symbolic Branding
- Opportunity to use symbolic elements in advertising to convey deeper meanings and establish brand identity.
Where This Applies
- Fragrance
- Disruptive innovation opportunities in creating unique scent experiences that evoke powerful emotions and memories.
- Entertainment
- Opportunity to incorporate immersive storytelling techniques in movies, TV shows, and commercials to engage audiences on a deeper level.
- Marketing and Advertising
- Opportunity for brands to leverage nostalgia and symbolism in their campaigns to create authentic connections with consumers.
