Axe is launching a limited edition body spray called Anarchy, of which they’ll also produce one for women. They have released a teaser, which I found, for a lack of words, lame, probably worse than any other Axe ad I’ve seen. Most of us want to feel sensual, sexy and appreciated by men. The video, which involves a female officer chasing a thief just doesn’t cut it. Where’s the slow sensuality, you know, complete with the sultry music and attractive couples that a typical women’s fragrance ad has? I get that the product is supposed to come in versions for men and for women, but there’s nothing in the teaser that sets that tone, that the product is also available in a women’s version.
The second video, called Axe Anarchy: The Graphic Novel, is not much better. Like the first, there’s little aspect of femininity. While some might say that it’s a welcome change – superhero-like characters rather than a damsel in distress – it doesn’t look like the female characters are being…appreciated…by the men, especially men who are “out of their league.” Couldn’t they have just cheated and re-translated the men’s ads to women? I mean, what’s wrong with an adorkable girl being seduced by a hottie that she has no chance of getting otherwise? She doesn’t have to be unattractive or even plain. Just not too pretty. And what do superheros have to do with body spray. Come to think of it, would we even use a product labelled as a body spray? What’s wrong with . Oh, and one more thing: Anarchy is NOT a good name. Not for something that you plan to release to women. Homework, anyone?