Cyril Paglino of Wizee demonstrates the punchline to Axe's angel thing. Unless you've lived under a rock for the past three years, you've seen the gimmick before, but this was also the case with Tippex and the world still went bananas over it.
All this is to say agency Buzzman has been able to find good steady work assembly-lining an executional niche that isn't often seen, not because it's hard or even imaginative, but because nobody wants to bother organising it and promoting it on the off-chance that it'll maybe catch (or not).
But hell, how often is it that you get a call from God? It's to be expected that He'll do most of the talking.