Axe Marks the Spot

Diabolically simple, or simply diabolic? Or other suitable oxymorons. I just can't decide. I love the conception, but I just think these ads from Axe by Lowe, Dubai from the UAE are attempting to be too clever. I'm really can't make my mind up. I've got to give them credit though, how they squeezed three executions out of this one concept is beyond me, but they did it, and they did it really well. I think I've just got to take my hat off to Lowe and say well done. They may not be to everyone's taste, but they are simple, and they are clever, and they do show the product's apparent benefit without showing the product's benefit, if you know what I mean. Good work. I think.