What I love about this ad is that it breaks away from the usual, "You need our product to attract women." angle. The men in that ad aren't wearing Axe to get with women. They are doing peaceful displays of affection (I especially like the fire works one). I also find it interesting that the men in question are made to look like terrorists and killers at first look, reminding us that a man's appearance doesn't dictate whether or not he is capable of affection.
Good job Axe. Good job.