Lil Baby’s love of Axe fragrance is no secret. The rapper, who includes the brand’s items on his tour rider, recently teamed up with the brand for a commercial and some co-branded, limited edition Axe product.
The relationship heads into a dreamscape for their latest collaboration, which features Baby spraying different Axe scents and talking about what feelings the smells evoke. As he starts to speak, animations cascade across the screen, creating a fantasy-scape for his thoughts.
Baby first smells Axe’s Cool Ocean, and it sends the rapper recounting memories of time spent at the barbershop. He has been with the same barber for as long as he can remember, and in the video above, he tells a story about a claim he made in the chair that required a follow-up years later.
He recognizes Axe’s Apollo quickly, noticing the notes of sage and remarking how smelling fresh makes him feel fresh. He recalls growing up rhyming into a water bottle before jumping to his first show, where he was paid $750 to perform. The spot also provides a window to some of his inner workings: he discusses being shy, finding the drive to advance his career, and working through fears.
Finally, a whiff of Axe Phoenix fills him with confidence. “This is the one I’d wear [with] a buttoned-up sophisticated look,” Baby says, imagining putting it on to take command in a business meeting. He says the fragrance is comparable to a cologne—perfect for making an impact.
Check out the video above to see Baby talking about life at the barber shop. To view all three videos, and see where the aromas take him, head to Axe’s youtube page.
