If your goal is to promote a deodorant for men, you can base your concept on two options:
a) the protagonist of your ad is a super sexy guy and all girls run after him (this is Axe, the latest example is the Axe Billions advergame)
b) you focus your campaign on an invincible hero, a stuntmen, who overcomes any challenge (and this is the Rexona way).
In France, Airness has decided to follow the second path, building an online adventure game in which you, the cool guy in the spot, have to face a series of challenges (mini-games) to be eventually free your instinct.
I have contrasting feelings about this website. No doubt it has been well conceived and developed. For example I like the cartoon style of the storytelling, but I can't help thinking "who cares?". I mean, you have to play at least five games to reach the end of the experience, which is definitely too much to keep the flow sticky and compelling even if the end prize is a trip to New York.
Let's be simple, quick (and effective) unless we really have in our hands something creatively unique that consumers will value worth minutes of navigation.