Axe Shower Gel: Beach Commercial

I know that Axe commercials are known for their stereotypical and sexist depictions of women, which the company uses to appeal to their juvenile 13 to 25 year-old male demographic. I know this. You probably know it, too. Much has been written about it.

But I can’t help recoiling in disgust every time I see this new Axe commercial.

Every girl on the beach has model-like beauty: tall, thin, fit, wearing tiny bikinis. The guy is average-looking.

Where is this beach? Every man wants to go there!

All those models… Being controlled by a man’s actions? What? Touching themselves, stroking their bare skin, untying their bikini tops? Gleefully enjoying it? Posing like Victoria Secret models with coy smiles and come-hither eyes when he turns around? Shaking their heads in a “no” that really means “yes”?

Wow. Talk about your female stereotypes. And that last one really is a doozy.

#WTF

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  1. #1 by R.Cohen on May 19, 2011 - 9:57 pm

    THANK you. This one bothers me insanely.

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