I usually don't highlight much Axe work, not because I don't think it's funny or clever, but it's just too easy to sell what they're selling. But this print ad is taking The Axe Effect to the next level, and this is where it starts getting interesting. For a long time now we have seen the effects Axe has on women and your sex life - but now we are starting to see the negative effects it has on the people outside the bedroom. Yes, this ad is still about sex but it's smart. Maybe too smart for its own good, and those twenty something college guys won't even get it. Agency anyone?