Axe's new commercial is the embodiment of any guy's dreams. Which is understandably why it might be considered sexist, thanks to a portrayal of women as helpless and sad without a man.
The video shows a cottage with an assortment of hot and attractive girls in bikinis, all solemn and sad because... they need a man! The tag line of the video spot is "You're Needed at the Axe Cottage". The images are accompanied with a classical music score that culminates with a guy spraying Axe. Now, go take care of these girls...
See a recent Axe Bullet commercial (with 8 more axe commercials inside):
Key Themes Behind This Trend
- Gender Equality Advertising
- There is an opportunity for disruptive innovation in the advertising industry to create more gender-equal ads that do not perpetuate harmful stereotypes.
- Empowering Ads
- Ads that empower women and portray them as self-sufficient and confident individuals can be an avenue for disruptive innovation in the marketing industry.
- Inclusive Messaging
- Creating messaging that includes and values all genders, races, and abilities allows for disruptive innovation in the advertising industry.
Where This Applies
- Marketing and Advertising
- The marketing and advertising industry can benefit from implementing more inclusive and empowering advertisements.
- Media and Entertainment
- The media and entertainment industry can contribute to more positive and diverse representation of genders in their content.
- Social Media
- Social media platforms can foster an environment that supports and encourages positive and diverse representation of all genders.
