Axe wanted to launch their new product AXE BULLET, a pocked sized body spray that you can keep with you while you're on the go, wherever you go. The campaign idea 'Don't let opportunities pass you by" dramatizes the benefit of carrying AXE Bullet - being prepared to take advantage of all the unexpected hook-up opportunities that come up throughout a day. In the spot Passing By a guy goes through his day and is presented with numerous hook-up opportunities (attractive females in their underwear who look at him longingly). However, it is not until he pulls out his AXE Bullet that he is prepared to meet an opportunity.