The bus has been used to show a house full of girls having fun with an AXE guy. Buses have been used for creative advertising successfully in the past for chocolate and National Geographic. This execution gives a different twist to this medium. It turns the bus into one of those Las Vegas strip limos. Now, this would not be news anywhere in the world, except that this bus have been done in Dubai. A cosmopolitan, but still conservative muslim country. Wow!