Just a splash of Axe and a man is, in the course of his morning ablutions, transformed into tempting chocolate. Women crave for a taste of him and he is happy to hand out pieces of his body to them. In one instance, he sacrifices his nose so that two women can sprinkle their ice-creams with chocolate chips, and in another he lets two women quite literally gobble him up. And the whole thing goes so far that, while he is out on the street, a whole bunch of women driving by tear off his arm. “As irresistible as chocolate“ is the tagline chosen by AXE for its new Dark Temptation fragrance. Published in 2008.