Heh I hope most guys are more level headed than to take those commercials seriously! Personally I find them cheesy (as well as the Old Spice Ones) and I roll my eyes a bit if I notice one of my male friends has something of Axe Brand in their room, because I wonder if they do believe the hype.
If it smells nice that's fine but you don't buy it BECAUSE of the commercials. But those companies should rethink their marketing strategy in my opinion.
But I agree the only way it 'works' is like any body product is supposed to work. It smells nice (to those who think so) so it may make your girl cuddle up to you more or make an admirer more interested, and think more positively of you, but that's it. It's not magic or anything.
Personally, I like a guy in just basic deodorant. I don't want their natural scent masked too much. Plus, with body sprays at least it's easy to put on too much.