A new set of print ads for Axe body spray features the Axe Battles where the clean scent goes head-to-head with other things that tend to attract women.

Axe battles it out with babies, puppies and even wedding rings and shows before and after pictures of topless men. The after picture (after they have used Axe), has the men with uplifted confidence and enticing poses as they have women everywhere taking a second look.