AXE: the end of the world is something to hope for

A new Ad for AXE (Lynx, in foreign markets), positioned as all the other AXE commercial, a communication strategy proved to be successfull for the last 10 years

Playing on the viral fad of the end of the world, AXE creates the AXE 2012...cleverly marketing it as "your last AXE": the rest of the ad is exactly what you expect from the brand - lots of beautiful women and a bit of (ironic) sexism