Be Sweeter Than The Sweetest

Have you ever seen a pack of sweet teddy bears losing their cool? This is part of the global campaign for AXE’s new Sweet Fine Fragrances directed by Lionel Goldstein. "Bear" is one of the three films that showcase how an irresistibly sweet fragrance can spark unexpected jealousy.
This time, on a group of –otherwise pretty cute– teddy bears.

A girl is sleeping on a bed surrounded by numerous teddy bears and stuffed animals in a pink and floral decorated bedroom with sunlight streaming in through the window.

A collection of stuffed teddy bears on and around a pink sofa in front of a large window with pink curtains and a yellow lamp.

Two plush teddy bears, one dark brown and one light brown, sitting on a bed with a pink quilt and various stuffed animals in a bedroom with patterned wallpaper and posters on the wall.

A person with braided hair and a colorful striped sweater sits on a bed with pink headboard, surrounded by teddy bears and plush toys in a decorated bedroom with floral wallpaper and posters.

A scene in a bedroom with a pink tufted headboard, teddy bears, and plush toys on the bed and across the room, with several people and stuffed animals gathered around.

A person is being attacked by three pets, a black cat and two large plush bears, in a cozy bedroom decorated with floral wallpaper, pink furniture, and teddy bears on the bed.

CREDITS

ECD: Tomás Ostiglia
Creative Directors: Dante Zamboni & Jorge Zacher
Social Creative Director: Maria García Campos
Creative Teams: Josefina Mateo & Ezequiel Scarpini
Social Media Manager: Ana Tejeiro
Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Carlos Solchaga
Account Manager: Paula Portela
Head of production: Felipe Calviño
Production company: CZAR
Director: Lionel Goldstein