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The ‘Chainsaw’ fragrance by influencer and wrestler Jake Paul, who has always been a disruptor, is a bold masculine fragrance quite different from anything else, and at the same time it comes with a strange promotional video in which he is seen committing a robbery at a gas station. The product is now available on Amazon and comes with a video clip showing the king of social media wielding a chainsaw and terrorizing one of the attendees.
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The movie starts with Jake Paul doing his ‘GTA VOD’ and then cuts to something strange. The man takes over the gas station before the employee says anything, and continues until the employee is forced to follow him. “Don’t bring the ax to a chainsaw fight,” while the worker is simply hiding under the desk. The thing is totally crazy, but the intention is to make the audience laugh and that is what Paul does after finishing the performance and begins to sell the product. “This is our new product, visit Amazon,” he says with a soft smile to the already terrified clerk and slowly places a bottle on the table. “I’ll leave this for your customers to purchase.” And then some more fun ensues before the credits roll: Paul asks the cashiers if they should let them smell it or not, and they both finally say “Wow, that smells good” when Paul stops with his trademark catchphrase “See you later, buddy.”
The promotional stunt generated immediate but very diverse responses on social media. Many people found the concept amusing and thought it was perfectly in line with Paul’s larger character, while others questioned whether the brand’s spray was an appropriate marketing tool when depicting a violent robbery scene.
One user bluntly stated that the topic of marketing fragrances was too simplistic: “Just take a shower…stop covering it up with colognes and body sprays.” While he was in line with those who see sprays only as a temporary solution and not a cure for hygiene problems, he completely ignored the dramatization of Jake’s advertising.
The criminal angle of the video was also mentioned. “Did you just commit vandalism?” one spectator questioned the loud staged robbery. Another person took a serious view of the matter, writing: “Seriously bro you’re hurting businesses now @jakepaul,” implying that the way the promo was done could have crossed ethical lines by showing a disruption in business, even if it could be argued that it was meant to be humorous.
Some comments explicitly focused on how the product compared to major brands. One said: “Ax has been very quiet lately,” suggesting that Paul’s Chainsaw fragrance poses a challenge to Ax, the biggest brand of men’s body spray, which was probably the reason for its relative silence. Another person further condemned both, commenting, “Another way to smell like a loser instead of ‘axe,’” implying that neither brand could produce delicious fragrances.
The entertaining aspect of the production and performance was something that the audience could not agree on. One called Paul’s delivery, “future ‘GWow Esmell Gude’ actor,” while another user’s response was simply, “How cheesy,” showing the divide between those who view Paul’s comedic timing and acting skills positively and those who don’t.
Production costs were a topic of curiosity for some viewers. “I wonder how much they paid that guy hahaha,” one viewer referred to the actor playing the scared gas station staff. Another asked Paul directly: “How much did you pay them, to be honest?”, implying that the public was aware of the commercial aspect of the video that seemed spontaneous.
The darkness of some of the responses was surprising, with one user saying: “I almost saw my hand get cut off with a chainsaw,” revealing that the originally light conversation had turned into a very real and serious risk. Another person pointed out an issue of racial stereotyping in the video’s humor saying: “???” ¿????????????????????????????????????????????????????????????????????? ¿????????????????????????????????????????????????????????????????????? ?????? although this seemed to confuse who was supposed to be scared: anyone might react with fear if they see someone playing with a chainsaw in a threatening manner.
The issue of brand rivalry arose again when one brand-loyal fan said, “What’s ax? I was already using W when I was in my mom’s womb, that’s all I know,” demonstrating strong loyalty to Paul’s products over existing rivals. Another user made it easy for the established brand to respond even if they hadn’t already with their comment “@axe.us 😂 can’t wait for your rebuttal,” implying that the user was waiting for the established brand’s response before it even happened.
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Jake Paul’s marketing mix continues to provoke stronger reactions. The combination of humor, shock value, and product placement always gets people talking. The promotion of the Chainsaw fragrance has managed to cut through the noise of typical product launches and has also proven once again that in an attention economy sometimes you have to take bold steps. Paul has revealed ambitious five-year plans for his career and the launch of this fragrance fits into that strategy. The wrestler recently posted a mysterious video of an octopus that sparked widespread speculation among his followers. In the boxing world, Paul has been taunting Gervonta Davis with messages and announced a November fight against the champion in Miami.
