Ad of the Day | AXE and Martin Garrix move fans even closer by making them part of the new music video "These Are The Times"

Ad of the Day | AXE and Martin Garrix move fans even closer by making them part of the new music video "These Are The Times"

Jul. 18, 2019

AXE, the #1 male grooming brand, is building on the launch of the AXE Music platform with another campaign with Worlds #1 DJ Martin Garrix. Through a campaign, including new single and music video for the track ‘These Are The Times’, AXE aims to showcase the power music has to ‘move people closer’. 

‘These Are The Times’, out today, celebrates one of the most intimate and most recognizable moments in music: sharing headphones with your crush. The music video tells the story of a guy – freshly sprayed with AXE Martin Garrix limited edition body spray –  and a girl who both find a single earbud playing the same track. They each follow the earphone wire that takes them on an unexpected adventure and ultimately brings them together.

Created by 72andSunny Amsterdam, the music video was directed by Ivana Bobic, who has previously collaborated with Bloc Party and Hannah Wants, among others. 

To move people closer in an innovative way, Axe and Martin Garrix asked fans to submit their own earbud-sharing moments for a chance to feature in the new music video. They continued the movement on the rising social media platform TikTok with the #movesyoucloser challenge, calling on Martin’s followers to upload videos of themselves sharing earphones in the most creative way. 

‘These Are The Times’ will also be the soundtrack of the advertising campaign to promote the new AXE Martin Garrix limited edition body spray featured in the music video and released later this year. The body spray isn’t the only item showcased in the music video that fans can get hold of, as AXE, in partnership with Sony, is releasing the earphones shown, as part of a gift pack. 

The ‘These Are The Times’ activity builds on the launch of the AXE Music platform, which was created to boost affinity with guys and their passions, and launched with Martin Garrix’s ‘Burn Out’ music video, which has 55 million views. In addition to this, AXE Music also partnered with KYRA TV, Boiler Room and Spotify. 

Martin Garrix said:

“I’m very excited to be working with AXE again for my new track ‘These Are The Times’. The video looks amazing and I can’t wait for everyone to see the result.”


William Humphries, Global Brand Manager at AXE Music, said:

“It’s been a pleasure working with Martin again – he’s an amazing collaborator and is a perfect ambassador for AXE as we continue to grow our Music platform. In this campaign, we’ve highlighted the obvious relationship music has to attraction and we’ll continue to draw on this in the future. Saying this, the depth of the universal insight around how sharing music can drive real-life connection with friends, family as well as love interests is what has inspired this campaign and made it truly powerful.”


Adam Koppel, Creative Director at 72andSunny Amsterdam, said:

“This is our second music video for Axe and Martin Garrix. It was a blast. It’s a great partnership. For us, it’s the perfect chance to bring some fun, magic and charm to the world of attraction. And any time you can throw a guy down a water slide is a good day.”

Related News

Nov. 04, 2019

AXE Partners With League of Legends Esports and Asks Fans "What's Your Move?"

#1 Men’s Fragrance Brand, AXE, launches an integrated global marketing campaign at League of Legends 2019 World Championship

Sep. 13, 2019

Intimissimi launches the #BraTwist with a fun campaign and AR experience featuring the fashion icon Sarah Jessica Parker

Sarah Jessica Parker has been brand ambassador for Intimissimi since 2018

Sep. 05, 2019

Klarna launches new international campaign starring Instagram sensation and comedian Celeste Barber

‘I Wish I’d Bought It With Klarna’ breaks on Tuesday 3th September.

Latest News

Nov. 14, 2019

The One Club Announces Jury For 8th Annual One Screen Short Film Festival

Best-in-region awards added; early submission deadline to qualify for discounted entry fee is November 29, 2019.

Nov. 14, 2019

"Christmas Is For Children. So For All Of Us" German Supermarket PENNY Encourage People To Rediscover Their Inner Child

Serviceplan Campaign conceive heart-warming Christmas advert for PENNY as an antidote to the everyday worries associated with adulthood.