The Objectification Of Women By Axe Continues Unabated In 2013

[ismnotwasm]

Print ad that ran during the last World Cup, in 2010.
It took Unilever brand Axe/Lynx only four years after launching in the U.S. to outsell, at the time, the next three men’s fragrances combined (Old Spice, Stetson, and Drakkar Noir).
And from the get-go, their subtle-as-an-axe ad message has been:
Boys, apply Axe to your bods and beautiful women will instantly want to suck and fuck the life out of you.
Of course, the Axe marketing folk will tell you that ‘it’s all tongue-in-cheek, not serious, girls are in the joke, etc.’
Sure sure. “Spray more, get more” (as close to a universal tagline that the brand has) doesn’t promise a thing.
But somehow, Unilever convinced an entire generation of alpha males that spraying their bodies with perfume is manly.
Axe’s ad work is, really, the only reason why Old Spice’s ads became as zany as they are.

Now, a review of the sleaziest, stupidest, most sexist Axe/Lynx ads of the last six years. leading up to a new spot that continues the exact same strategy.

More:

http://www.buzzfeed.com/copyranter/the-objectification-of-women-by-axe-continues-unabated-in-20

(Be prepared for nausea)

[MadrasT]

1. Wow on number 12

12. Australia (banned ad)

This slow-mo oiled jigglefest ostensibly served as a primer for the Rugby World Cup back in 2011.
Australia’s Advertising Standards Bureau banned it for “objectifying women” (NO).

At least somebody, somewhere said "oh hell no".

[boston bean]

6. I'm suprised to see the words "objectifying women"

to correctly describe the intent! Maybe there is a little hope.

[redqueen]

2. I wonder if they included the one that reinforces rape culture ...

The 'girls are getting hotter, causing guys to blah blah blah' one. Bleah.

I will look later on... Not quite in the mood for this kinda stuff atm

[BainsBane]

3. I don't understand that first picture

Is she dead or bound? I find that one and the disembodied boobs the worst.

Unfortunately, the authors don't know their languages very well. The ad labeled Brazil is actually in Spanish. It sounds like either Iberian Spanish or possibly Argentine. The ads labeled Latin America are all in Portuguese, from Brazil.

[ismnotwasm]

4. I don't get it either

Her shirt is flipped over her head for some reason. Probably to show off her breasts

[BainsBane]

5. Probably a reference to being bound and blindfolded

[Squinch]

7. To cover the parts that Axe thinks don't matter, and expose the parts that do.

Also, Axe smells rank.

[BainsBane]

8. Seriously

I was going to say that I don't think most women are turned on by the smell of cheap cologne.