Peekaboo! You could be a chauvinist.
Making women man-chasers is their staple; I'm just not sure how stupid you can make women in a commercial before someone objects.
AXE has the 'ultra masculine', preteen-trying-to-be-cool-&-mask-the-smell-of-pubescent-odors image down pat. Their branding has a corner of the market where the desired client isn't 'old' (or on a horse) enough to be using Old Spice or just wants to smell relevant. I think they make a good product whose clientele are loyal. Their commercials usually work off of humor where the guy 'wins' a gorgeous girl for using their product; who doesn't want to make their buyers a winner?
AXE's 'Wash Your Balls' infomercial-style commercials were mildly amusing for what was a straight-laced looking parody in my opinion. Some are out for just being able to show all of the sexy women you will get by wearing AXE; we all know it's not true, but product selling is mostly about hypothesizing.
What I'm torn about is whether or not to accept their new Twist campaign on face value as another for-guys commercial or if it's just outright chauvinistic.
Guy are the go-to stupid character in advertising as well as in television. Beer commercials are notorious for jocularity, but it's almost always the kind that makes fun of men so men can laugh at other men not being them.
Beer commercials on the whole will make fun of any possible situation men can get themselves in to, and it's usually good fun for anyone watching. (Case in point, Bud Lime's 'Get It In The Can')
There's a way to do double entendres that I'm not sure AXE has mastered.
I'm no stranger to the fact that the majority of American sitcoms leave the average male character as nothing but a fumbling oaf who is constantly trying to hide his transgressions from his overbearing wife. He's typically over weight with a below-average IQ. I'm almost certain this is true in many a household, but it's a brutal generalization which has made intelligent men in a sitcom an oddity.
How well can women take a joke, is there a "joke" in this ad, and is it alright to portray women as easily amused or distracted when men are constantly portrayed as easily amused or distracted?
There is a thin line in advertising between tongue-in-cheek and offensive.
My initial thoughts on AXE Twist was that it was:
A) Well produced
C) "That guy has a great pomp. Wonder what they used to keep his hair up..."
It's a very, very thin line between being facetious towards women & actually portraying women as stupid and flighty. It's easy to see that we have made a mockery of the common man in advertising and that it's OK because of centuries of unequal rights towards women.
What I'm struggling with is whether it is ever 'OK' to make "Women get bored easily" your tag line.
It's fine when men are stupid, but how far can you go when calling women out for the same thing?