AXE: keeping in line with the current positioning

A quick search on youtube for "AXE" (or Lynx) products will inevitably lead to a world of macho-man positioned ADs, which in their own way have become a sort of "cult" during the years.

This is the last installment, set in a pseudo-italian-stereotypical city:



The brand must be praised for its "integrity" during the years or what regards the message given, which in the last decade helped creating a neverending buzz everytime a new AD came out and hordes of imitators!