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.
Audacious Gender Portrayals
More Stats +/-
Cheeky Bear Hair Commercials
Saucy Gesture Branding
Absurd Jerk Awards
Scent Struck Campaigns (UPDATE)
Stylish Voyeur Ads (UPDATE)
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.