Seriously. I could have saved a lot of time and money on hip clothes, flowers, and dinner dates if somebody had just let me in on the secret: I can be a totally average looking dude like our boy Homer, but if I’ve got Axe, I’ve got hundreds of supermodels at my doorstep.
This is a completely ridiculous advertisement. And yet it’s somehow appealing. I saw the tagline “love is a matter of chemistry” and let out a chuckle. And I’m not going to deny that Miss Boron aka Bianca caught my eye. Intuitively, I know that a simple body spray is not going to grant me a periodic table’s worth of beautiful women. And I can clearly see that Axe is trying to sell me their product on the basis of its association with sex. But I remain intrigued by this advertisement. Unlike some other advertisements, which try use sex in a more subtle manner, Axe is not bashful about being blatantly sexual. Axe knows it’s trying to sell you sex, and is totally ok with that. And that gives this advertisement a certain mojo and pizzazz that’s intoxicating. The advertisement practically exudes confidence, another thing that Axe is trying to sell. I saw a study recently that reported that guys who wear cologne are more confident around women. After seeing this ad, I’m thinking that ads like this definitely contribute to this confidence.
Yes, this ad is over the top. Yes, it’s blatantly sexual. But if I wasn’t a Right Guard man, I might just go get myself some Axe.
Boron? Really Matt. The periodic table of sex has so much more to offer than Boron. Your blogs never cease to entertain me. I personally love this advertisement, mostly because it's ridiculous, its funny, it's sexual and best of all it's got a nerdy flare to it. Advertisements directed towards a female audience almost always try to sell beauty, so I find it intriguing that for a male audience advertisement it aims towards selling confidence and sex. I wonder how psychologists incorporate the desires of men and women into advertisements based on the audience.
ReplyDeleteAnyway speaking on behalf of the female population, girls love a guy with a good cologne.