This ad is similar to the Tom Ford ad. Both ads imply that the fragrance, in this case Axe, will make the product's user more desirable. In this ad just a women is shown making a call me sign with her hand. The signal she is giving implies that she wants to be with whoever is using Axe. The ad is referring to Axe as the women's reason for desiring whom ever she is looking at. The ad makes it known that Axe is the cause of her desire by printing "THE-AXE-EFFECT" at the bottom. The statement clearly states the Axe is the cause of the women's desires. This ad uses a person's desire to be wanted as a selling mechanism.