Dark Temptation

While watching an ad always the first thought in my head is - how was the brief written. In this ad this is so easy to predict - everything is clear. Every (healthy) man dreams that a woman would tell him “ I wanna eat you up”. What if all women would want to do that? Majority of women loves chocolate. What happens when we combine these two thoughts? We get a product that makes men sweet as chocolate and all women craving for a bite. Axe Dark Temptation - View video.

Although the idea is brilliant and simple the website seems to repel people older than teenagers, which makes me think who is the target group? Young teenage boys dreaming of female attention?