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The Never-Ending Axe Effect

Published on .

Axe "Residue"
The irresistible effect Axe deodorant spray has on women does not wash away easily, according to a new spot from BBH/N.Y. In the commercial, directed by Biscuit Filmworks' Noam Murro, we see women who are inexplicably infatuated with various inanimate objects. Only in the reveal do we find out that these metal objects contain the residue of one recycled can of Axe, which has embued them with its power. Talk about "longer lasting."
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