The AXE Sweet Life is a South African reality competition television series in which 14 men contest a variety of challenges relating to soliciting women in nightclubs. The purpose of the show is to promote a deodorant for men.
The series premiered on e.tv on Wednesday 25 March 2009, at 20h00. There are eight half-hour episodes in the series.
For the show’s eight-week duration, 14 men will compete by going through 14 challenges and at the end, only one winner will walk away with a grand prize.
Each episode will involve two male contestants. Every competitor will be given certain tasks such as: go up to a woman in a club and say: “You must be tired because you’ve been running through my mind all night”... and still get her number.
What makes some men irresistible to women? Why do some people have the edge and others not?
Each week, two men will be given some of most cringe-worthy, women-repelling challenges imaginable and they must still woo the lady.
Get a drink thrown in your face, you’re out. Get the women’s number after you’ve asked her to buy you a drink, you’re through to the final. The action is filmed candid-camera style in real clubs, with real women. The producers claim there is no acting.
Watching the men’s every move will be studio hosts and judges Trevor Noah and Eugene Khoza who, each week, will be joined by a guest Dark Angel.
The seven Dark Angels and guest judges are:
Precious Makgaretsa (Model)
Joelle Kayembe (Model)
Lalla Hirayama (Model and TV Presenter)
Tansey Coetzee (Miss South Africa 2007)
Zizo Beda (Ex Miss SA Teen, TV Presenter)
Leanne Liebenberg (Model)
At the end of the seven weeks, the winners from each episode will go through to the grand finale – episode eight – when the public vote for the overall winner via SMS, the results being updated instantaneously on a screen in the studio.
The winner gets the use of a bachelor pad, a chauffeur-driven car at weekends, R50,000 on a credit card, designer clothes, an iPhone and VIP access to a variety of venues.