Lil Baby talks scents for Axe
The collab between brand and rapper sees anime renditions of his key life moments, sparked by familiar fragrances.
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There's no question that certain scents can spark vivid memories, but few of us get them conjured in the spectacular anime style shown in this fun series for Axe.
Collaborating with US rapper Lil Baby, M&C Saatchi Sport & Entertainment New York's All Axecess series sees the aforementioned talent give a deodorant a quick sniff, then recount a memory from his life that is somewhat associated with it.
Saving the strange idea from standard endorsements, however, is both the authenticity of the interview and the gorgeous way they are represented in an anime form.