New Axe Ad Featuring Breasts Because Thats What Men Notice First
A television commercial for Axe has been branded ‘sexist’ because the female character in the ad is depicted as a headless pair of breasts on legs. Designed to promote a men’s hair product, the concept of the ad, set in an office, is based on the idea that men notice breasts first on a women, while women notice a man’s hair before anything else.
In turn, the male character, who admires his amply-chested co-worker from afar, is a thick head of hair on legs.
This is not the first time an ad for Axe, which is owned by Unilever, has sparked controversy.
An ad in 2010 attracted anger after a man having a shower after a one-night-stand was seen using his Axe shower gel to ‘scrub away the skank’.
And last year, an ad that showed angels falling from heaven because they were attracted to a man’s deodorant was banned in the UK and South Africa after regulators ruled that it could offend Christians.