Michael B. Jordan Gets His Directorial with Axe

by LP Green, II
AXE, the No. 1 men’s fragrance brand globally, and Michael B. Jordan, star of the highly-anticipated “The Fantastic Four” film reboot, unveil the source behind all temptation in a new video spot.
This project marks Jordan’s directorial debut and takes viewers on a behind-the-scenes tour of the “AXE Temptation Lab,” where the brand creates the most tempting scents on earth and unveils their latest breakthrough “discovery”: the Temptation Gland.
“I thrive off collaboration and love having a hand in various aspects of a project, so directing was a natural extension of my career,” said Jordan. “Working with AXE to help them launch the Gold Temptation line and bring the ‘AXE Temptation Lab’ to life was a great opportunity to showcase my directing chops and have a little fun while I was at it.”

During the “AXE Summer of Temptation” guys and girls interacted with #TemptationTuesday and opened up about what truly tempts them. Feedback revealed 64 percent of people say the color red makes anything more tempting and 80 percent of TV and film viewers are tempted to read a spoiler alert before watching the corresponding episode or movie. Findings such as these served as the inspiration behind the Temptation Lab video and scenarios depicted in the content.

The “AXE Summer of Temptation” was launched in conjunction with the brand’s first flanker fragrance, AXE Gold Temptation. As part of the Temptation Line, AXE Gold Temptation is based off of the successful core formulation of the brand’s top selling global fragrance, AXE Dark Temptation.

To view the video, get a further glimpse inside the “AXE Temptation Lab,” and learn more about AXE Gold Temptation and AXE Dark Temptation visit axetemptation.tumblr.com.


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