What Women Want and What Axe Thinks We want

So what do women REALLY want? 

In an attempt to somewhat back off of sexist, overly sensual advertising, Axe has only gone back to the same old marketing techniques of objectifying women and making sexist assumptions about men and women's desires. 

In this ad titled "Office Love", a man and women interact shyly at an office and wind up on a street corner eyeing eachother once the bus obstructing their view finally drives away. Axe, however, takes this cliche plot even further by representing the man as a bodiless head of hair, and the woman a headless pair of breasts. Only when they finally make eye contact at the end, do the two people finally become real people.

In numerous other ads by Axe, they have targeted male consumers by leading them to believe that women want what Axe can offer. In an early advertisement by Axe, they created "Pitman", the bodiless arm pit that women loved because of the Axe antiperspirant. In "Office Love", marketers not only objectify women making them nothing more that their desirable lady parts, but also dumb down men making the claim that men are only attracted to women by their breasts. 

So ladies and gentlemen, take a stand because I can tell you right now, "What girls see first" is not always a guy's messy, overly-perfumed, Axed hair and I'm sure men see more than just women's breasts. Or maybe not because they DO refer to their consumers as little "boys and girls". You rock Kevin McKeon, way to belittle and objectify your own target consumers. 

"There was a time when a deodorant was just a deodorant. Then came Axe Deodorant Body Spray, spray it on, girls go wild."-Kevin McKeon