I had hope last month when Axe released their entertaining "Susan Glenn" spot starring Kiefer Suthurland.
Finally, the brand was choosing to overestimate the intelligence of the consumer, while still including hot babes for the idiots. I was actually looking forward to the next ad in the campaign.
Silly me. We're back to blatant, sexist, stupidity.
Notice the "hero" in the "Hot Put" video: Noodle arms, sunken chest.
And, a construction worker wearing Axe on the job?
That mix of smells would be an olfactory delight.
Though: the spots are slightly better than this one starring big disembodied boobs.
Ad agency: BBH NYC.