Axe helps you find women hiding in your pad

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This spot by French agency Buzzman for Axe Rise Up body wash is restrained and visually clever, particularly when measured by the advertiser's usual frat-brat, bikini-soaked standards. A guy goes through his morning routine, failing to notice "10 hot girls" hidden around his messy bachelor pad. Rents are high in Paris; I guess they've gotta live someplace. Oddly, the approach both objectifies and empowers the women at the same time: They're just part of the décor, but it's their choice, and guys can't ogle them.

AW+

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