Hey how you doing baby you look mighty fine
I figured I might come your way and
Roll up on you with that golden ticket
Shawty can I get your digits maybe we can kick it
Oh babe think I knew what’s next oh
Double tapped and followed then she hit me with that text oh
She wanna know me more than just a homie
I can see from those emojis wanna be all on me
Oh wow we can take it slow now
Tell me what you like I’ll take you where you want to go now
How you going to make them plans then cancel on the same night
Trying to take it forward with you
You’re more like a merry go round oh wow
You just wait til all my time is up
Just wait til all my you just wait til all my
Now you want me when my time is up
Watch: Axe – The New Axe Effect Commercial
Plain Talk: About the Track
The smooth, rhythmic rap track featured in the “New Axe Effect” commercial is titled “Crumbs” by Australian MC Jordan Dennis, featuring Blasko. Originally released as Dennis’s solo debut in 2018, the track’s effortless flow and catchy “double-tapped” lyrics provide a cool, confident backdrop for Axe’s pivot toward a more modern and relatable brand image.
Axe (known as Lynx in the UK, Ireland, and Australia) is owned by Unilever, a company with deep roots dating back to September 2, 1929. While the parent company is headquartered in London, the Axe brand has always been about the “spark” of attraction. In this latest campaign, Axe moves away from the over-the-top tropes of the past and utilizes Jordan Dennis’s fresh sound to emphasize that smelling good is a simple, effective way to boost confidence in the digital age.
Questions & Answers
Who is Jordan Dennis?
Jordan Dennis is an emerging hip-hop artist from Melbourne, Australia, known for his versatile flow and smooth integration of jazz and soul influences into his rap.
What is the “New Axe Effect”?
It is a rebranding effort focusing on the power of scent to create confidence and attraction in a more understated, contemporary way.
Why was this song chosen for the commercial?
The lyrics mention modern dating culture—emojis, texting, and social media follows—making it a perfect fit for a brand targeting a tech-savvy, Gen Z and Millennial audience.
