From Old Spice.
Women buy a large share of the men's body wash, but the whole category shouts at men about being men.
A shirtless man addresses your girlfriend directly from a shower and explains that her man could smell like him.
The Stupid/Smart of it
Stupid: Selling a men's product by having a stranger charm the buyer's partner, then improvising 186 unapproved reply films in 2.5 days.
Smart: Flirting with the buyer instead of the user is absurd, but the moment you know who holds the wallet it is the only sane target.
Old Spice's dusty, over-masculine heritage is exactly what makes the parody land; run it for Axe and it is just a handsome man.
A voice locked tightly enough that four writers could all write it, which turns one hit into an infinite content engine.
The in-camera transitions. Done as VFX the whole thing collapses into a gag; done practically it becomes a flex.
Craft-poweredIt dies when described. It only exists once made. Has to be seen to work.
The devices behind this one, from our library of ways in: