That amkes no sense at all. Axe is supposed to drive women crazy horny, not make them play Simon Says.
I forgot to mention in the 3rd ad, that the girl was furious because she found out that he was cheating on her.
Do what he says? That's not what I read into the Axe "Ideal Woman" (and Axe Ideal woman variant) ads rom 2003 that you describe. Those women are just crazy horny for the axe-stinky guy. They'll put up with anything just to get some. The (camera p.o.v.) guy never says anything, he's just being hit on.
Still, I think those are are more Axe than this simon says game played in the Belgian one. That's just off.
How hard can it be to get something to stick to a perfect (and heavily copied) proposition people? :)
PS - my current favorite Axe ad is Residue. My first favorite was Paid Pipers revenge (Lynx == Axe) which holds up pretty good for being ten years old, all IMHO of course.
This whole campaign makes women look like brainless dolts.
This is a fantastic salute to Small Businesses, just in time for Small...