Must we not be subtle? Must we leave nothing to the imagination? Axe body spray (or Lynx as named in Europe) has always been a bit over the top with its promotions. The message is very clear: wearing Axe makes women want to sleep with men (though I have only ever known boys to wear it). It's usually comically over the top and chalk-full of innuendo. It works. But it works partially because it lets the viewer connect the final two dots. This "Premature Perspiration" video follow the same successful, yet vaguely sexist strategy as in past Axe ads. But it is so forward in pointing out that without Axe guys are "most importantly losing women." It makes me shudder.
Same to you, Dr. Pepper 10. It's not for women? I have mixed emotions over this, but overall I'm facepalming. Given, this ad is a satire and it works at grabbing attention. But was sexist exclusion (even if ironic) the best that could be produced?
Why do we need to bash consumers heads with commercial content? It devalues the viewer by assuming they can't put two and two together on their own. We're seriously heading towards entertainment like this. As if these commercials aren't degrading enough. We can do better. Axe can do better. Axe has done better (minus the gender stereotyping). No words required. Good advertisements tell a story. Great ones allow the audience to create their own ending (like buying the product). What will you reach for?
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