Axe aims to demonstrate its ability to seduce in these two ads for the Japanese market. Apparently, a good squirt of this men’s body spray and you’re an instant hit with the ladies.

In ‘Train’ our chappie glances at a hot chick across a carriage. Little Axe soldiers emerge from under his cuff, abseil down the seat and dash across the floor towards her, only to be toppled by her foot. It turns out he’s been a little frugal with his body spray, so the next day he douses himself in the stuff. The girl gets onto the train and is bombarded by the Axe troopers, who parachute off the handrail and fly around her head, leaving streams of scent in their wake. This time she sits next to our fragrant hero.

A couple are on a date in ‘Restaurant’. Sadly the girl looks very bored and is staring at her phone. Time for the scent offensive. This time the Axe soldiers are up against some tough opposition as it transpires she has little girlie soldiers of her own. Their teeny pink shields are no match for the Axe canons, however, and eventually we witness our bloke delightedly having her fawn all over him.

Unsurprisingly, Glassworks had a big part to play in the whole process. A vast amount of compositing was performed as location plates were combined with green screen soldier elements. The smoke was a careful mixture of live action and 3D.