Axe has once again turned to stereotypes and gender biases with its latest Axe 'Office Love' commercial, which essentially represents females as a giant pair of breasts, no head required.
Created by BBH, New York, the Axe 'Office Love' spot points to the assumption that men see nothing but breasts, while women see nothing but hair. Attempting to suggest that objectification actually comes from women, the spot features a walking disembodied head of hair, who falls in love with his coworker, a headless pair of breasts. The commercial ends with the statement, "Hair. It's what girls see first."
According to Adweek, it's not the first time Axe has used disembodied parts to sell product. In the early 2000s, it created a campaign with a detached armpit that managed to seduce women because its great smell.
Stats for Audacious Gender Portrayals
Trending: Older & Buzzing
Research: 4,805 clicks in 192 w
Interest: > 3 minutes
Concept: Axe 'Office Love'
Related: 95 examples / 73 photos
Segment: Males, 12-35
Comparison Set: 35 similar articles, including: saucy gesture branding, cheeky bear hair commercials, and absurd jerk awards.
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