Ever seen an Axe Effect commercial? they all are funny and portray women becoming desperate for the guy wearing the deodorant. An Indian took the ads literally and tried it for 7years with no luck. He is now suing unilever. It seems the lack of axe effect, affected him deeply.

News Article:
http://www.ananova.com/news/story/sm_3542183.html

Axe Effect Commercials Playlist:
http://www.youtube.com/view_play_list?p=D39F07AA385C9089

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
—Leo Burnett