Lowe Bull in South Africa has taken Unilever's Axe (Lynx) off the TV screens and into the hot nightclubs. Like an Axe ad in real life, their stunt contains the usual ingredients of an Axe wearing man and women who suddenly can't control themselves.
The premise, their "unsuspecting" male model hangs out in a nightclub, drink in hand and a bag thrown over his shoulder, there is nothing out of the ordinary about the man... Until the Axe-gals pull up in their truck outside.....
The Axe women, all dressed like extras from Barberella and leggy like Hollywood starlets enter the club, attracting the attention from every man in it who just can't help but check them out. The femme fatale's check the whole club out and suddenly stop - next to our unsuspecting man.
They drag the man, who protests only mildly, off to their femme fatale-mobile, dropping his shoulder bag on their way out. Clubgoers would have to be pretty drunk not to notice the commotion.
As the first girls leave, enter the second troop of women who have been clubbing like everyone else. "Hey, you dropped a bag" they shout to the man and the sexy girl posse, but they pay no mind. So the girls open the bag only to find it full of Axe Dry sample cans and "Missing" flyers (below) that they proceed to give out to every man in the club.
We presume the missing man lived happily ever after.