Axe is launching an Axe Apollo Space Academy as part of a contest to send 22 people into space and promote a new Apollo line of products. Contestants must create astronaut profiles that will be judged by a popular vote. Finalists will attend a space camp in Florida, and selected winners will be able to ride the Space Expedition Corp.'s Lynx into suborbital space, a prize worth about $100,000. Bartle Bogle Hegarty's London office came up with the idea for the contest and is promoting it with commercials using the tagline "Leave a man. Come back a hero."