This series of commercials is set in a little town called Molstrük, the inhabitants of which have an unusual cultural norm: sweating is a sign that a man is a good person. The more they sweat, the better they are.

As we ponder the strangeness and unpleasantness of what we are witnessing, we are brought back to the reality of our world where sweat is a game killer. Thankfully Axe is there to prevent it.