As a young man gets ready in the restroom, the 60-second advertisement begins. When he uses the spray, he is instantly transformed into a chocolate man. The song Sweet Touch of Love by Allen Toussaint, released in 1970, is playing in the background as he glides through the world with the rigidity of a chocolate bar.<\/p>\n\n\n\n
A new product variant for Axe called Dark Temptation was to be launched. And a commercial had to be created. As part of Axe’s marketing strategy, the antiperspirant spray was marketed as a magnet for female attention. The question “What is one of the most irresistible things for women?” was the starting point for Mario Crudele and Mario Ponce of Ponce Argentina (the advertising agency). They also came to realise that chocolate was one of them.<\/p>\n\n\n\n
They believed that a guy who transforms into chocolate would be attractive to both men and women. They also felt that any man would fantasize about being treated like this.<\/p>\n\n\n\n
In the Tom Kuntz-directed ad, we see an average-looking man in the bathroom spraying Axe on himself. He sets the deodorant down, and it’s clear that it’s been turned into chocolate. As he strolls around town, he sends the ladies into a tizzy. It’s all in good fun, and the chocolate man’s smile tonight is quite contagious.<\/p>\n\n\n\n
It was a commercial in which the character was the star of the show. The whole commercial would have flopped if the chocolate guy didn’t look correct for the part.<\/p>\n\n\n\n