If Axe were a person, it'd be a swaggering guy who just loves talking about himself. In "Supplies," a 60-second ad from BBH London directed by Tim Godsall, for Axe (known as Lynx across the pond) that's basically all the brand does.
Featuring a fleet of boats that cleverly carry everything you may ever need for an island getaway -- and we're not talking a swimsuit cover up and sunscreen here -- the spot introduces Axe's "Anarchy Island," a Facebook contest that invites people to take part for a chance to win a trip to Chaos Island, a little rock in the Carribean Seas that the brand actually owns. The trip will happen at the end of the year.
While London was being touted as the first market the ad ever ran in, it's actually not the case. Read: the sands will probably already been sullied by the time you get there. Axe Malaysia ran the ad in May (YouTube link here) and a version of the contest, called "Wet and Wild," is currently already underway, with the chance to win a 4 day/3 night getaway to the Island with model Fay Hokulani.