# Audacious Gender Portrayals Axe 'Office Love' Commercial Represents Women as Headless Breasts By Katherinev123 | Published 2012-08-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/axe-office-love References: [adweek](http://www.adweek.com/adfreak/axe-gets-back-being-axe-new-spot-headless-pair-breasts-143019) & [theaxeeffect](http://www.theaxeeffect.com/) [Axe](https://www.trendhunter.com/trends/fit-check-by-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](https://www.trendhunter.com/trends/burger-king-loveinspired-ads), 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](https://www.trendhunter.com/trends/bic-easyrinse-razor), 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. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 76% | Activity: 98% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Gender Stereotyping in Advertising:** Opportunities for companies to promote diversity and inclusion in advertising, breaking away from traditional gender roles and stereotypes. - **Controversial Marketing Tactics:** Innovation opportunities for companies to shift away from sexualized advertising and find new ways to attract consumers. - **Empowering Female Narratives:** Opportunities for companies to feature women as more than just sexual objects, and instead to highlight female leadership and empowerment in advertising. ### Where This Applies - **Advertising:** An opportunity for companies to break away from traditional advertising methods and shift towards a more diverse and inclusive approach. - **Market Research:** An opportunity for companies to conduct research on consumer attitudes towards controversial advertising tactics and female representation in advertising. - **Brand Management:** An opportunity for companies to create a brand image that is more empowering and representative of diverse consumers through responsible advertising and messaging. ## 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) - [Honest Shaving Campaigns](https://www.trendhunter.com/trends/any-hair-anywhere.md) - [Anthropomorphic Hair Ads](https://www.trendhunter.com/trends/hair-ballad.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md)