The Super Bowl 50 commercial presented by Axe aims to persuade potential consumers by appealing to ethos, logos, and pathos. Challenging ideals associated with self-image, the ad exploits a desire to be better or more appealing to others. This carefully crafted argument, while not entirely logically sound, plays excellently off of the emotions of the viewer that easily persuades and manipulates.

The commercial appeals primarily to pathos. The product presented is meant to appeal to a male audience in ways where it would be found emotionally appealing, playing off the idea that a man's goal is to get the girl. For example, a man wants to be an excellent sexual partner. A scene from commercial states that you don't need anything else if you have "the touch" while it portrays an obviously sexual visual explanation. It highlights other traits such as intelligence, "the brains", wealth, "the dough", confidence, "the balls", and passion "the fire." By doing this, the commercial points out stereotypical characteristics of what are perceived to be appealing in men. It portrays men doing activities that appeal to a wide range of people. In some instances, a woman is portrayed alongside the man, reinforcing the idea that these traits make men appealing to women.

In order to pitch this product, Axe must appeal to a large audience. By highlighting these exceptional traits, they claim that their product works to make men irresistible to women. The commercial promotes the idea that by using their product, any individual can acquire these traits, making them, by default, irresistible. This tactic aims to make even the most ordinary individuals seem like superstars, creating the idea that if the schmuck in the commercial can do it, so can anyone else. 

In a separate way, Axe products are displayed so as to avoid the stereotypical strong male traits. At the end of the commercial, the text "Find Your Magic" appears. This illustrates the idea that Axe products can bring out unknown or hidden traits specific to the individual. It suggests that every person has some form of "magic" within them, making them appealing in their own way. The pitch here suggests that Axe products will draw these traits out of the individual and portray them to the outside world. Everyone gets to be the man, the champion, the super hero that gets the girl at the end of the day.

The theme of logos is underlying in the argument. Logos is portrayed as a general progression through different traits and different types of people. Almost all of the transitions follow the same general structure, "Who needs ...  when you have ... " While the links between the two traits may not follow an entirely logical pattern, the fact that the progression exists makes it seem logical in some form. The sequence itself looks to challenge the stereotypes of appealing men. The sequence begins with the image of a muscular man on a billboard and moves away from that stereotype as it progresses. This makes the audience think logically about that stereotype and aims to distract from the other stereotypes present within the argument. The idea that this product is different than its competitors stems from the sequential progression away from the macho man male stereotype. There is no factual evidence presented, nothing incredibly radical about the product is presented. However, the notion that it is different and the idea that it is tailored to each individual is a logical fallacy that aims to make the product appealing. By presenting in a different light, the Axe Corporation has taken the same product that it had before and modified the perception of it to something completely new and revolutionary. 

The ad avoids appealing to ethos for the most part. It only arrives near the very end, after the entire sequence has completed. At the end of the sequence, an image of Axe products is shown, seemingly taking credit for all of the events from the sequence. This creates a false sense of credibility in the product as it leads the viewer to believe that this product allows people to do incredible things, when in fact they themselves are responsible for them. Another point of Ethos exists when the commercial states that Axe is "your thing." This creates the idea that since the product is yours, it is trustworthy. It basically states that if there is one person in the world you can trust, it is yourself, and you have Axe. This creates a logical dilemma within the viewer, leading to a false sense of credibility and trust being placed within the Axe products.

The commercial creates a well-designed, persuasive argument. The use of Ethos, Pathos, and Logos creates a genius argument that can easily persuade those who are not keen on the game being played. The use of Kairos, or knowing the target audience, is also hard at work manipulating the men on the receiving end of the argument. The visual perception of being more than you are and becoming more appealing to women evokes a desire to use the product, when in reality, the product cannot guarantee anything portrayed within the commercial.

