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Airing first in Australia (where the brand is called Lynx) before rolling out to other global markets, the hair-care spot packs a lot into 60 seconds. As our hero flips through TV channels at home, we get brief scenes that take place inside each show—with the protagonist in the lead role.
Around the 30-second mark, though, we get a scene that would be remarkable for many brands—and astounding for Axe.