Axe helps you find women hiding in your pad

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. I'll be checking my place extra carefully tonight, just in case. I'm pretty sure I heard the drapes sigh, though with my luck it'll be the building super getting pervy again.


@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.