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'Tis the season for male-grooming brand extensions. Old Spice introduced its shaving gel last week. And now, Axe has updated its range of hair products for men. It's advertising them with four new 20-second ads from BBH London that have launched in Europe and will reach North America this weekend. The creative idea is that well-styled hair is crucial when you meet someone for the first time. The spots present various quirky first-meeting scenarios—the most faux-provocative of which is probably the home-invasion scenario, in which burglar seduces buglee with his perfectly slicked 'do.
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