For those of you who did not know, Axe (or Lynx in the UK, Ireland, New Zealand, Australia, and China) is a brand of male grooming products. Axe is owned by the British/Dutch company Unilever and marketed towards young males. Axe’s range of deodorants and other male grooming products is quite popular in South Africa. Over the years they have become renowned for their really innovative and creative TV adverts.
Axe Brazil teamed up with the BBH agency and has presented a new provocative advert just in its usual teasing and tongue-in-cheek style. The story is centered on the divine creatures of the universe who come down to earth and turn into mortal ones just because of Axe Excite (and the guy wearing it). “The fragrance can make you forget the rules and commitments, because even heaven can’t resist the temptation when smells this alluring scent”. I must admit that this is a bit far-fetched and some religious folks will consider an advertising angle like this to be a little blasphemous.
The advert was banned today by the ASA (Advertising Standards Authority of South Africa) earlier today (probably for this reason). I do think that Axe could’ve gotten away with this if they approached it a little differently. I think that if there weren’t any religious connotations with angels there would be nothing wrong with this advert.
The advert features models Magda Klebanska (from Poland), Adewole Betty (from the UK), Frances Phillips (also from the UK), Sara Sampson (from Portugal), Josipa Jankovic (also from Portugal), Ivanovic Josipa (from Croatia) and Iva Grdic (als from Croatia). If you’re easily offended I advise you not to watch this advert below. If not, take a peak:
If this offended you in any way, I do apologize. I’m merely showcasing a banned advert, not trying to cause a shitstorm. What do you think of this advert? Please comment on this post and let the readers of Running Wolf’s Rant know what you think.
Watch this space for regular updates in the Television category on this blog. Feel free to share anything that you might find interesting here.
Blogger, Desktop Activist, Twitter / Facebook Addict, Music Festival Addict, Avid lover of South African music, Founder and owner of Running Wolf’s Rant