http://www.youtube.com/watch?v=8qskcmabLuQ
Axe cologne and body spray for men has recently come out with a new campaign and string of advertisements to endorse the new product Axe Excite. The logo for this certain product is "Even Angels Will Fall." When I first watched the commercial I was expecting it to be a Victoria's Secret ad until the ending when it had showed the actual axe product. The setting of the commercial is in Italy which I find quite elegant of a choice compared to other axe commercials which take place in North America. I really like the European feel they put in the commercial and I find it interesting how they chose a country whose religion is Catholicism since they incorporated angels into it, putting a religious dynamic to it. This relates to the key concept media construct reality because the commercial makes it seem so real when the angels fall having bystanders start praying in italian and even have tears in their eyes.
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