This ad to demonstrate the stretchiness of Axe's men's knicker range starts out super-saucy and ends up simply silly.

Matt and Dave at BBH alongside director Jake Nava have come up with a fantastically observed pastiche of all those aftershave and undie commercials we've grown to love to hate.

A sultry pouting brunette struts down a darkened corridor and begins to size up the muscular man before her. She tantalisingly allows her hands to explore his torso, her hands reaching further and further down, until with a raise of her eyebrows, she makes a discovery... His super-stretchy pants. She suggestively pulls on the front of the underwear for an obscenely long time, only to let them snap back, leaving her muscle-man smarting. Delightfully funny.

Glassworks' Tareq Kubaisi created a beautiful grade for the ad, while Tristian Wake cleaned up in Smoke.