With commercials, advertisers are constantly pushing the boundaries of what is acceptable and Axe is no exception. The ad (viewable in its long version below) shows two women using Axe products to clean "balls". Although, in reality, they are just cleaning various recreational balls, the ad is clearly sexual innuendo. Due to this type of sensationalism, Axe has created a commercial that is simultaneously lewd and memorable.
The appeal of sex is an old one and the basis for the phrase "sex sells." Usually with the sex appeal, more emphasis is placed on sexual situations rather that the product. The thought then becomes that using the product that is being "advertised" that the user can also receive sexual attention. This appeal is almost always geared towards males.
This ad by Axe is no different. Here, the two female hosts were clearly casted for their attractiveness, one of which even has a British accent. These beautiful women then proceed to clean off dirty balls, almost always in pairs. Following the initial demonstration, members of the audience bring down their "dirty balls" to be washed. The ad uses the appeal of sex to create an impression due to its sensationalism created by its use of extended innuendo. However, one aspect that this ad does that most ads of the same appeal fail to do is adding emphasis on the product by having the brand name in the background and the repetition of the action.
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