Axe: A cheerleader chases down a running back in this mock home movie.
On Monday, Unilever and Bartle Bogle Hegarty/New York launched a promotional site
for Axe, a deodorant body spray for men that will launch in the U.S. in mid-August. Dedicated to warnings about "The Axe Effect" -- the stuff purports to drive ladies mad -- the site features a series of "home movies" exploring the syndrome. Shot by Biscuit Filmworks' Noam Murro, the three shorts document public events -- a football game, a family reunion and a birthday party -- disrupted by girls gone wild. To see them, visit www.theaxeeffect.com
and click on "Axe Effect in Action."