The axe effect: Argentine shop Vegaolmosponce won a Cannes Gold Lion for a spot for Unilever's Axe deodorant that hasn't even run yet in Argentina. "Metamorphosis" aired first in Europe, with Argentina to follow. The commercial opens with the well-known Axe Effect, making the male wearing it irresistible to all females. He's bitten by a mosquito who spreads the Axe Effect to the animal kingdom. The spot returns to an old man who expires happily during sex with a younger woman, and the commercial ends with two maggots, who feed on his body and then form a heart shape.