Finally, a Good Axe Commercial: Axe White Label

Axe, generally known for it's not-really-but-yes-really sexist commercials that appeal solely to the inner-teenage boy of every teenage and early 20-something young man, has been stepping their game up recently. A year after Adweek called Axe's positioning "the preferred scent of horny, pubescent boys," Axe has been trying to "evolve" into something that's less about titties, cleavage, and getting you laid, and more about inner confidence. BBH London did the spot.