In 2013, AXE Launched the AXE Apollo Space Academy, a global competition to send guys to space. The campaign idea – ‘leave a man, come back a hero’ – suggests that, when it comes to attracting girls, no one beats an astronaut. In our film, a heroic fireman rescues an attractive girl from a burning building. Once safe, the girl looks longingly into our hero’s eyes, but the moment is disrupted by an astronaut who appears from nowhere. The girl runs into his arms, while a call to action encourages guys to sign up online for a chance to go to space.
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