"Touch without touching". Using AXE Touch gives you the power to, literally, undress a woman with your eyes. In the TV ad, four women are highly attracted by a guy who does nothing but turn on a radio or open up a book. The online campaign takes it one step further: the user takes over the part of the AXE guy. The women react to every movement of his mouse. By playing around with the radio or turning the pages of the book, the user evokes the same reactions as in the commercial. Another banner shows just the eyes of an attracted woman, constantly following every move the mouse makes.