AXE “Getting Dressed” (01:30)# In this spot, Axe deviate somewhat from their usual promotional tactics. Instead of showing us average joes who quite literally get jumped on by fantastic women after using the apparently irresistible fragrance, this story veers in an almost cutesy direction. At first, the viewer can’t be quite sure what exactly is going on here. A couple wake up next to each other. He tenderly kisses her shoulder before they get up and start dressing. Only that, this time, they do not just have to look for their clothes in the flat but all over town. Until they end up at the spot where they initially met. Axe – because you never know when. Gold Lion at Cannes.