# Seductive Showdown Deodorant Ads Axe 'Anarchy is Coming' Gets Pumped Up for the New Body Spray By Matt Ho | Published 2012-01-17 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/axe-anarchy-is-coming References: [racked](http://racked.com/archives/2012/01/09/axe-is-now-coming-for-the-ladies.php) & [youtube](http://www.youtube.com/watch?feature=player_embedded&v=7NN0-AWiv4k) Watching the Axe 'Anarchy is Coming' ad isn't like witnessing the typical cops-and-robbers showdowns you see in movies; it's more like seeing two supermodels in uniform going after one another. For a long time the company has marketed [the deodorant towards men](https://www.trendhunter.com/trends/mens-deodorant), but the Axe 'Anarchy is Coming' ad has now also made the man a victim of the [intoxicating scent](https://www.trendhunter.com/trends/lynx-with-catnip). It's a [unisex spray](https://www.trendhunter.com/trends/ludeaux-and-ludatrix) mainly aimed towards the female population, hence the change in the marketing angle. The commercial follows two very attractive people on opposite sides of the law stripping down while on-the-run. They meet at a crossroad and embrace one another after being seduced by the scent of the new Anarchy spray. How females will react to the new Axe campaign has yet to be seen. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 24% | Activity: 51% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Viral](https://www.trendhunter.com/viral) ## Key Themes ### Key Themes Behind This Trend - **Gender-neutral Marketing:** This trend highlights the opportunity for brands to shift away from traditional gender roles in their marketing strategies. - **Sensual and Seductive Advertising:** The rise of sensual and seductive advertising creates a disruptive innovation opportunity for brands to captivate consumers by appealing to their senses. - **Unconventional Marketing Platforms:** The use of unconventional marketing platforms, such as provocative ads, allows brands to stand out and create a buzz among the target audience. ### Where This Applies - **Personal Care Products:** Personal care product companies can explore disruptive innovation opportunities by repositioning their products to cater to a wider audience, beyond traditional gender boundaries. - **Fashion and Fragrance:** Fashion and fragrance industries can leverage the trend of sensual and seductive advertising to create captivating campaigns and differentiate their offerings in the market. - **Advertising and Marketing:** The advertising and marketing industry can capitalize on the trend of unconventional marketing platforms to help brands make a memorable impact on their target audience. ## Related on Trend Hunter - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Scent-Infused Apparel](https://www.trendhunter.com/trends/stealie-hoodie.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Refined Body Spray Scents](https://www.trendhunter.com/trends/lynx-fine-fragrance-collection.md)