Pete Jones sent me this commercial for the new Axe odor replacement product, which will apparently render meaningless all previously articulated principles of morality and real estate. Those are three jewelry stores next door to one another in the opening shot, and they’re not in the diamond district. They appear to be on Lafayette Street, but that’s not important. What’s important is that everyone understand the premise of this deodorant ad: jewelry store robbery, apparently involving machine gun fire. You can hear it for the first two seconds of the video, followed immediately by our robber emerging from a store that is definitely in the diamond district now. Since the glass windows are unbroken and there’s no blood on him, I can only assume that all six of his shots hit center mass.