When I think of AXE I think of something you sprayed on yourself as a teenage boy before the homecoming dance, hoping that the girls were going to love how sophisticated you smelled. And that's exactly AXE's target demographic and who they love to cater to (rightly so) in their ads.
I still am having a hard time figuring out if this ad carries the same sophomoric arrogance of their traditional ads or if they're really trying to achieve something different and actually send a positive, global message here. I kept waiting for that "AXE moment" where something ridiculous happens to take it from meaningful to mildly amusing (at best), and I can't decide if the spraying of the AXE on the man at the end was that moment or just a necessary brand recognition moment.
While as of now, most of the internet seems to be praising AXE for a fantastic new ad with a great message, I'm curious to here what you think ...
BONUS: 'Devil Baby' Terrorizes New York City