# Sexist Ads To Appeal to Men Axe Cottage Ads By mediterranean | Published 2008-05-09 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/axe-cottage References: [adrants](http://www.adrants.com/2008/05/axe-angels-in-need-of-men.php) 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](https://www.trendhunter.com/trends/underpaid-women), 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](https://www.trendhunter.com/trends/hair-ballad) that culminates with a guy [spraying Axe](https://www.trendhunter.com/trends/lower-body-spray). Now, go take care of these girls... See a recent Axe Bullet commercial (with 8 more axe commercials inside): ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 89% | Activity: 99% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### 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. ## 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) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md)