Unilever (Axe’s Parent Company)
Kevin B. George
Vice President and General Manager of Antiperspirant, Deodorant, and Hair Care Business
c/o Unilever United States, Inc.
800 Sylvan Ave.
Englewood Cliffs, NJ 07632
Axe does it again with “Office Love”
Questions to Consider:
- What does this commercial say about women and men?
- Who is the target audience?
- What is concerning about creating a headless woman?
- What is concerning about reducing women and men down to body parts?
What We Think:
Sigh… Axe is at it again. They really embrace the concept of “sex sells,” because there is not one Axe commercial that does not have any sexual content in it, or men somehow trying to prey on women. In this particular commercial for Axe hair gel, we see an office romance blooming between a man and a woman. But, eew, it’s not really a man and woman, but hair (which indicates the man) and boobs (which indicates the woman). The point of this was to inform their audience that hair and boobs are what women and men notice first in someone they think is attractive. “Hair. It’s what girls see first” is definitely not even a fact. (And like Klondike and their “5 Seconds to Glory” commercial, Axe is owned by Unilever, which also happens to own body-positive, woman-friendly Dove.) — Nickole Mariona and Hailey Magee
Where we saw it: August 30, 2012, YouTube