Okay, so this commercial isn’t that bad. I guess. When you consider other things Axe has done in the past. It might actually even be good.
I say this despite that date-rapey smile he drops in the first few seconds. Despite the fact that I’m pretty sure he put a jacket on a dog. Which should be a crime. Despite the fact that he carries around a stick of Axe in one of his minimum FOUR inside pockets.
BUT WHAT THE FUCK IS THAT SCENE WHERE HE’S CARRYING A BOX OF THINGS!?
Was he fired? What was his job? Did someone start wearing three jackets and become an even better spokesperson for Axe? This scene has confounded me for weeks. I’ve watched this ad countless times trying to figure it out. And I can’t. I have no fucking clue what’s going on. And the items in the box are no help. Some highlighters? An abacus? A framed closeup of a jack-o-lantern, I think?
Look, Axe. I’ll make you a deal. You tell me what the hell is going on and I might buy your product. On second thought, probably not.