Across the world, Axe is all about helping young guys in the mating game. As an established brand in many western markets, communication has become more assumptive and edgy to keep engaging with young guys. We had to develop a campaign that explained The Axe Effect in conservative markets ruled by strict censors.Having seen a man spray himself with Axe we see him go to a restaurant. At the counter he asks the waitress for just a little sauce in his bun. She smells his scent and uses the suace to write her phone number in his bun.