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):
Sexist Ads To Appeal to Men
Axe Cottage Ads
Trend Themes
1. 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.
2. 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.
3. Inclusive Messaging - Creating messaging that includes and values all genders, races, and abilities allows for disruptive innovation in the advertising industry.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can benefit from implementing more inclusive and empowering advertisements.
2. Media and Entertainment - The media and entertainment industry can contribute to more positive and diverse representation of genders in their content.
3. Social Media - Social media platforms can foster an environment that supports and encourages positive and diverse representation of all genders.