Axe / Lynx... Becoming a real digital brand?

Mega bucks, Hollywood style production and very engaging for Axe Shock.






































It’s more of an enjoyable short movie to watch, with a click to go to the next chapter than a real interactive experience.
First, I’ll be the last to complain and secondly on which medium would it be reasonable (cost wise) to broadcast this kind of advertising except on the web?
So maybe it’s not very interactive, but profoundly digital.
Axe Shock, be shocked...
ATL Agency: BBH New York
Digital Agency: Mindflood