What could be cooler (hotter) than a fireman? Especially the beefcake sort featured in this gorgeous spot for Axe out of BBH London, directed by longtime collaborator Tim Godsall? He fights fires, dodging flames and chunks of burning buildings, all to save the miraculously unscathed woman who then proceeds to gaze upon him with adoring eyes. Until... well, you'll see.
The campaign is to promote Axe's "Apollo" a new variant that seems to have been created for this spacey campaign, rather than the other way around. Axe is out to turn regular guys into heroes by sending them into space with the Axe Apollo Space Academy. Enter before midnight on Feb 3 (the day of the Super Bowl) at axeapollo.com. For more information on the campaign -- like how it's actually going to work -- check out our Super Bowl coverage.