Set to the theme tune of the ‘Fallen Angels’ version of ‘Sexy Boys’, made famous by the band Air in the late 90’s, the provocative Axe Excite TV ad show the residents of a picturesque European town going about their daily business, when suddenly beautiful female angels begin to fall from the sky, and search out the gorgeous young man who has captivated them by using new Lynx Excite. The ad then breaks to the man spraying Axe Excite onto himself in his bedroom, and the voiceover says “New Axe Excite, even angels will fall”.The TV campaign follows the successful launch of Axe Excite late last year. In December 2010 it became one of the first FMCG brands to launch through one of Apple’s new iAds, and the next stage of the campaign uses the social networking platform Facebook.