During the 2012 London Olympics, Ax Body Spray released an Olympic-themed commercial called “Hot Putt.” The commercial opens with a close-up shot of a ball placed on a pedestal while a woman in the background walks towards it. In the shot, only the woman's abdomen and her pink-colored red spandex shorts are seen. The music in the background is very slow and dramatic. As the woman walks towards the ball, the camera lens is focused on her body for the shot until her hand touches the ball. After the woman picks up the ball there is continuity and the angle of the shot changes to an overhead view over her right shoulder. In this shot she is seen wearing a light bluish purple sports bra and the view of her breasts is accentuated in the shot. As she brings the ball behind her right ear, the viewer can see the woman's long brown hair pulled back into a ponytail. Just as she stops the ball behind her ear, the camera angle changes to a close-up and the audience can finally see the woman's face. She is attractive, wearing lip gloss and breathing with her lips slightly parted. She is later seen twisting her body as if to stretch or gain momentum before throwing the ball. As she does so, the lighting is directly on her and the camera slowly tilts downward starting from her breasts and moving down to her abdomen. Then the camera cuts to an extreme close-up of just her shorts and continues again to an extreme close-up of her breasts. The camera then changes angles as the woman bends over and gets into position. She exhales heavily, then throws the ball into the air as the ball is seen traveling towards a building. In a decisive shot we see a shirtless young man and a cat behind a large glass window... in the center of paper.......happening the male's super ego tries to take over revealing that this case it's unusual. In most cases, however, the ego gives in to the id and allows the purchase of the product due to the need to realize the dream. Axe's "Hot Putt" commercial promotes their body spray in a way that is aimed directly at men's dreams and fantasies. . With various sexual symbols and the provocative depiction of a woman, the advert hits the unconscious in a way that benefits the product. While you watch the commercial, parts of your personality are working to process the information. At the end of the commercial, the sexual and aggressive urges of the male audience want to be satisfied and body spray seems like the only solution. The slogan of the advertisement fits well with the commercial as the male unconscious is certainly influenced by “The Ax Effect”.”.