Despite featuring a succession of scantily-clad women, this lovely new ad for Axe Bullet manages to be very sweet and refreshingly un-laddish. The excellent little-boy-lost casting helps, but it's mainly due to the underlying premise - that although it's obvious that he's looking for one thing, you know that he's also looking for something more. Great stuff.
Oh, and it really does help that the ad features The Seeds' fantastic Can't Seem To Make You Mine.
Created by BBH New York.
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