I am a great fan of good Ads, and love the new brilliant Axe Excite ad campaign. In advertising this would be a ad-jacking. What they have done is they have taken the popular imagery of Victoria Secret models and adapted it to their campaign targeted at I suppose men of any age but specially the twenty some-things. The girls are very beautiful and seductive. To top this they have used digital cameras in train stations so that pedestrians could see image of themselves projected with these angels.
In real life though, unless the deodorant smells of a billion dollars in cash it is not likely to make any of such angels fall!