Welcome to the AXE-land!!!

To the less informed am going to write about what I think is the most creative & artistic at the same time extremely sensual & business increasing add in the twenty six years of television advertising -=> The new AXE commercial!
From the first add which was captioned "talk to me" to the current one which invites you to "come to the axe land" the brand has journeyed a great distance from being criticised to induce sexuality (or sunsuality as claimed by the brand managers) to being by far the most effective user of ad-scope. I used to find it rather absurd when profs constantly harped about how advertising especially in the initial phase should be conceived very carefully so at to make sure that a lot of scope is left for futhur horizon widening & elbow space -> I would constantly be on the look out for brands which have actually managed to design a campaign with a solid eye to work on it furthur in the future only to realise that brands seldom manage to sustain it (not even the really good ones for that matter) & even those that do could not sustain it over a long period of time -> one glaring example for this can be Britannia's 50-50 which came up with an extremely catchy series but eventually fizzled out & one other brand would be fevicol (defenitely to a slightly lesser extent).
The case in question as far as AXE is concerned is completely different, the whole idea of relating "attracting the opposite sex" with fragrance is actually as old as the earliest animal however such associating the same thing to humans was slightly off tangent & a very novel idea. Accepted conceiving the diea itself was a perfect example of "out of the box" thinking but that defenitely could not be the end of it since giving it a visual form was a monumental task owing to multiple reasons :-
-> Television & print being visual mediums & fragrance a nasal experience, this seemingly straight forward omniscent fact was actually working against the concept because the ad-maker had to create an ambiance which should almost be experiencable not thru the conventional sense but thru a different one <-> a near impossible feat
-> The concept from the physical look of it was far to sensual for family viewing, this was not that major a hindrance & to the contrary it was a clear cut case of "positioning" bang on
-> Prior to it most Indian ads (if not all) were very clear (maybe straight forward is a better word) be it in the message they wanted to convey or the way in which they did it, the same was not the case with this campaign be it the functional advantages (AXE gives you women like BMW says ultimate in speed)
To come to think of it not everything was going against the brand in the begining there were some issues that were working in its favour :-
-> The song Sikdim by Tarkan was quiet a rage by then & it not only fit the bill to the tee but was also cute in an unconcentional kind of way (added advantage)
Awrito, now that that idea was conceived & created it was time to take it to the next step, but it so happened that there was not only a next step was so many steps followed..........
The latest one I personally reckon is virtually unbeatable, I mean it'll call for someone as creative as god (me probably) to extend it furthur & create the next phase!!!!!!!
Amasing is not the word be it the island country in a ladys shape or the map which indicated what all you can find in the geographic mass, whats more the island has a national monument, sport, flag, dish, costume, day & brid, come to think of it also has an element of mystery shrouding it. India, Malaysian & Thai citizens have a priviledged entry!!!
Looks like I can virtually go on & on & on, ought to stop sometime & now seems a good enough time so........
Signing off!!!