Can Advertising Be Too Perverse?
Published: Feb 14, 2007
Updated: Apr 26 2011
• References: adrants
Lowe Dubai developed the Axe Mmmousepad to endorse AxeFantasy. To use the mouse you must slip your hand underneath the skirt. They placed the mousepad across Internet cafes in the UAE to arouse the interests of young men there, and the plan goes so well that a huge fraction of these mouse pads were stolen.
Implications - A marketing move like this is more bold than what might usually be expected, but it does also raise an important question about what kind of message a risque campaign can send -- especially to young consumers. Hopefully, the understanding with this mousepad is that it has given its consent to have its personal space violated.