Lil Baby shares his whip with a gaggle of CGI bunnies in a new commercial for Axe body spray, with “All In” soundtracking the experience.
In the latest commercial for the company’s antiperspirant deodorant sticks, the Quality Control rapper—whom the brand calls “an Axe ambassador”—stars as the right-hand man to a guy preparing for a day of fun in the summer sun. As other people swelter in the heat, Lil Baby and the man ride around with a pack of rabbits as his My Turn single plays. The 30-second ad ends when the man floats up to a rooftop party and catches the attention of an interested woman.
Lil Baby and Axe have also linked for a limited edition “WHAXE pack,” playing off Baby’s nickname, Wham. It’s set to include an exclusive WHAXE Apollo and Lil Baby deodorant stick, as well as a body wash, four-finger “WHAXE” ring, and WHAXE branded toothbrush.
“I only do deals that feel authentic to me,” Baby said in a statement. “Being an AXE user myself, coming up with this collaboration for WHAXE Pack was a natural move for me.”
Axe’s Twitter bio currently includes a Baby album title, opening, “smell good. drip harder. wxe.”
“When we heard that Lil Baby was a fan of our products it felt like an obvious choice to make him an AXE ambassador,” Caroline Gregory, Axe’s global brand director at Unilever, said in a statement. “We’re huge fans of his and are so excited to be partnering with him as he prepares to head on tour and release his new album later this summer. AXE is committed to keeping guys everywhere smelling and feeling fresh—and we are inspired by how Lil Baby uses AXE to help boost his absolute freshness on stage and in his everyday life.”
It’s true that Lil Baby is both working on a new album and in the midst of his One of Them Ones Tour with Chris Brown. The pair are set to hit Madison Square Garden on Friday, then hit Boston, Toronto, Detroit and numerous other cities before wrapping things up in Las Vegas on Aug. 27.
As for the new album, Baby for months has been teasing a summer takeover with the release of his new songs “In a Minute,” “Right On,” and “Frozen,” and heavily implied on Twitter the follow-up to his 2020 blockbuster sophomore effort My Turn could potentially drop in July, though he’s yet to confirm a date.
Check out Lil Baby’s new ad for Axe up top.