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It is hard to believe that there are people out there rationing their cans of deodorant for the weekend. But there must be, because Axe (Lynx in the UK) has released a campaign discouraging the practice. Bartle Bogle Hegarty created the ads, which will first air in Latin America, Australia and New Zealand before running in the UK in 2015. The humorous films are framed as pep talks for men to go out and live life to the fullest on the days that everybody else wishes would just end. The work was created by Peter Reid, Carl Broadhurst, Charlene Chandrasekaran and Dan Morris, and directed by Jonas & François through Riff Raff.