Axe created new and improved fragrances that caused women to momentarily lose themselves and mimic the “Bom Chicka Wah Wah” guitar riff that was so prevalent in racy films of the 70's. In this spot, a young women sits in a dental chair anxiously awaiting her oral X-rays. A young dentist walks in and she notices his Axe scent. Overcome, she begins squirming and singing the "Bom Chicka" riff, eventually blowing cotton balls out of her mouth. She picks them up and slowly puts them back into her mouth.