Never thought I'd be posting another AXE ad here.  Apart from a few gems (like Ravenstoke, Alaska) the ads have pretty much spiralled into some purile pieces of communications, considering it's a younger laddish audience.  But guess it doesn't always have to be that way....every once in a while, a brand can surprise.  Like with this lovely piece of storytelling.

Ads have to work hard enough as they do in the short format, but it's nice when they can pull it off with a decent bit of storytelling.  And curious if there would be a rich digital component, haven't seen any.  Noice work tho.  I just dislike the fact that these gents have slightly better (ahem) washboard tummies than I have. Time to hit the abs machine, do some crunches, cut down the carbs. "So long, density."