aw Hells no!

it was bad enough my WMST students conned me into playing this in class today. I think it’s worse that I am posting it on the blog. But this whole commercial is like a car accident…I cannot…seem…to….look away….


13 thoughts on “aw Hells no!

  1. Tracey McCarthy says:

    THAT was intoxicatingly creepy. I couldn’t look away either. Somewhat derivative of the “Shwetty Balls” riff on SNL with Alec Baldwin. Now men too can feel that they have to mask every odor with chemical-laden “fakegrances”. I’m starting to feel nostalgic about the good old days of the Massengill and Summer’s Eve commercials.

  2. Grace Hennigan says:

    Grace Hennigan

    After seeing this commercial, I am disgusted. I am sure that this will be aired on MTV all day long, imprinting it’s vulgar content in the minds of young children all over the nation. Why must we force children to grow up so fast? The amount of sex in the media is astonishing. On magazine covers we see half naked women, looking directly at our children in the supermarket check-out line. In songs that top the Billboard 100 we hear Katy Perry (a top artist among young girls) singing lyrics like “Let’s go all the way tonight, no regrets”. Why must we let this sexualization go on? The first company I wish that I could see make some changes is Axe, the main culprit of these sexy ads.
    As the blonde tennis star (who is probably a role model for plenty of girls out there) plays with the pair of golf balls for a good twenty seconds, my stomach feels queasy. I do NOT want children watching this on television. Axe is actually giving a sex lesson on how to fondle a man’s balls. On a COMMERICIAL! Axe needs to tone it down. If the other commercials, containing shower three-somes, girls in lingerie, and the sounds of an orgasm as the Axe is being sprayed weren’t enough to convince parents to complain, this new commercial should be. Children should be left in their innocence, at least as media is concerned. Yes, I have heard that “sex sells”, but so what? The extra million dollars a year is worth having even more underage girls (and boys!) sexualized? Don’t blame me for speculating, but wont teenage pregnancies increase, as well as sexually transmitted diseases? I don’t want our nation to take this risk. Dear Axe-Please let kids be kids.

    • kelly olney says:

      I feel that you may have misinterperated this commercial. It is clear that this commericial is about sex, but the commercial is not aimed at the young people you are reffering to. You are right that this commercial will be played on MTV multiple times, but i disagree when you assume that a commericial like this was meant to be seen by the 2nd and 3rd graders that you seem to inquire. A program like MTV is aimed at peoples of our age and older. The humor that is being portrayed is meant to connect with people who predominately watch a program like MTV, not younger children that wouldn’t fully understand the “joke.” Therefore, AXE can’t be criticized for effectively advertising their product to the intended age group that they know they can make money from.

  3. Gian Contro says:

    I’m not going to lie I had a good laugh when I first watched this. I mean not that I support the commercial as one massive sexual innuendo but watching the old lady in the audience made me crack up. However, the reason I believe that this commercial is too much is that I have a 10 year old sister who would be able to pick up what is going on here. She is not perverted but after 2:45 min of talking about washing your balls she would know whats up. I don’t think its fair for her to have to watch something like this at 10 years old on t.v.. For her to be watching iCarly and then have this commercial come on the air would make a girl like my sister feel really uncomfortable. Keeping it on youtube where you would have to search for it to watch and airing it on t.v. are completely different things. Maybe thats where a line needs to be drawn on advertising to remain fair to the younger generations.

  4. Emily Harris says:

    I agree with Grace. Let our children watch television and not be surrounded by such displays of sexuality and vulgarity. While these commercials are not on the channels that are for children it is not to say they are not seeing them. And this is not the only commercial or other commercials like it that are making our children grow up faster than normal. The internet, music videos, video games, magazines, etc. are all culprits in showing children too much. I think there is some humility in not always telling our children things about sex or telling them Santa Claus isn’t real for that matter. If we answer all of our children’s questions pretty soon kids who just learn how to talk will know far too much for their age. Okay, so maybe that’s a little bit of an exaggeration, but come on.

    I am scared to even think what my 12 year old cousin knows. But then again maybe she doesn’t know as much as I think she does. Either way she looks about ten years older than she is because of the amount of make-up she wears. Along with knowing more for their age, children look older than they are unnecessarily. And I blame the media and pop culture for the way the kids think they should look. There is more to life than make-up, hair-trends, and body shapes. I know I am afraid for what my cousin is going to get herself into in her teen years. Of course there are parental figures that are not very helpful in preserving her childhood either, making it equally as much their fault. That raises the question of the level of parenting in today’s society as well.

  5. Marcela Melara says:

    I’m not sure if I should be amused or disgusted by this commercial. I’m simply in awe that such a big company like Axe would even dare making such a commercial, but even more so that this commercial is being aired on TV. This commercial isn’t about men’s personal hygiene anymore, it’s about how his girlfriend, wife or even simply the woman sitting next to him will be so turned on that she will want to play with his balls just because he uses Axe. I know sex sells, but I think there is a limit.

    I think what bothers me most about this commercial, though, is how the tennis player (notice how she is blonde) is so into cleaning the dirty balls, anybody’s balls for that matter. She really enjoys it. What is Axe saying about women? Yes, women love cleaning testicles and playing with them just because they are clean… doesn’t sound as funny if I use the word testicles instead of balls, does it… Axe, women are not just sex toys, and more importantly, we sure as hell don’t want to be cleaning dirty balls all the time. If men are old enough to understand the commercial, they must be old enough to wash themselves.

    This commercial is obviously aimed at young men (I’d say, especially high school and college guys), and it gives them the idea that Axe will be the key to an abundant sex life – Great marketing strategy to get pubescent guys to buy your soap. If I think about soap commercials for women, I can’t think of one where there is man-woman interaction because of the soap, especially not sexual. Soap for women is always sold for them to feel good about themselves; Whether or not men can benefit from soft skin is a different story, but it’s never directly implied in the commercials.

    Nevertheless, there is no doubt that men are also falsely depicted in this commercial. The vast majority of men does not buy soap just to increase their chances of landing girls. The problem with this commercial is thus more complex than it seems at first. Axe really kind of screwed up on this one if you ask me, because this commercial isn’t just insulting for women but also men.

    So, good job, Axe, for giving us a hilarious commercial. Maybe you are lucky and guys go out there to buy your products. Buyers tend not to notice insulting underlying statements about themselves anyway…

  6. ar5047 says:

    This commercial is way too much. Even though I would be expected to love this commercial, it even made me uncomfortable when watching it for the first time. The reason why the commercial is good is because it is outrageous. I have learned that when a commercial attaches to the viewers emotions, with either comedy, fear or a sadness, the viewers tend to remember the commercial. For example, the Old spice commercial where the big strong black guy that’s in the movie “Friday” is so strong that even his abdominals can speak, it makes people watch it and remember it. Therefore I can understand why this commercial is the way it is. It is actually a great investment.

    The only thing that bothers me about this commercial is that young kids are able to watch this. Even though they might not understand what they are really saying, it gets into their heads and helps them understand the satire behind this at a sooner age than they should. I am writing this and think how before having a god son and a niece, I would have never cared if something like this was aired. But not that I do, it bothers me. Even though I know this commercial is very strategic, I would rather not see it on T.V.

    Maybe on YouTube as entertainment but not on T.V.

  7. Matt Hursh says:

    While watching this “commercial,” I was thinking about whether it should be permissible to use such blatant sexual innuendo in an advertising campaign. Axe has sold their product with sex before, with their advertising campaign in which numerous women flock to the man who wears their fragrance. It almost seems like sex is the major selling point for most fragrances nowadays, as you can see in numerous perfume and cologne commercials and advertisements. For goodness sake, even the famous “Old Spice Guy” doesn’t wear a shirt in his commercials.
    However, I’ve realized that sex will always be used as part of advertising campaigns. The old adage “sex sells” still holds true, and I certainly don’t see any end to the use of sex in the advertising world. In fact, using sex to sell products seems to be even more widespread than ever before. It seems like the only way marketers know how to sell fragrances to by using sex nowadays. Whether it’s ethical or not, sex isn’t going anywhere when it comes to advertising.
    But is it right to use sex in ads like these? I can’t say it is. We’ve already touched on the message it sends to kids, but how about the fact that there’s really no different than the “balls” Axe commercial and a commercial that explicitly talks about sexual acts. If this particular commercial didn’t physically show the sports equipment while talking about the “balls,” would it have been allowed on the air? Certainly not. To me, that means this commercial clearly crossed the line in terms of the use of sex in advertising.

  8. Grace B says:

    This commercial is an outlandish display of silly nuances, however I disagree that it is about sex. Now I may be alone in this but I don’t equate balls with sex, whether they be clean or dirty. Balls are just not sexy. And I think that it is this opinion this the commercial is trying to play off of. Were someone to take a poll of a room filled with girls, I doubt there would be one who would say “I love my boyfriends balls!” They are a body part that are generally perceived as being silly, sensitive, even gross. When I asked my roommate a few minutes ago what she thought of balls she said ” I think they’re odd, I don’t understand why they are so delicate. If they are protecting sperm shouldn’t they have a harder shell?”
    Her perception of balls perfectly demonstrates just how alien they are to us. This commercial is unique in that instead of focusing on a typically sexy or coveted male body part like the torso etc, it zeros in on a body part that girls by and large do not desire. It is my interpretation that through the idea of good hygiene, the creators behind this commercial are trying to make balls relatable, even covetable, to women. The problem with this add is that it is simply done in very poor taste. From the perky blond lady scrubbing the balls, to the drawn out fondling of the golf balls, to the language choices, to the crowning touch of the old man and his dirty, drooping balls this ad is really just uncomfortable to watch.

  9. Grace B says:

    The other main problem with this add is that the idea that relating this body part to cleaning would make said body part more tangible to women is extremely outdated, even insulting to women of the generation it seeks to target.

  10. Alex Cragg says:

    I thought this commercial was hilarious but I don’t think it should be played on TV. I would feel so uncomfortable if I was watching TV with my family and this came on at the commercial break. It seems like it should be on one of those “Top Banned Commercials” lists on youtube. It’s so blatantly full of sexual innuendos that I couldn’t help but laugh. If you take a look at previous AXE advertisements though they’re all pretty suggestive:

    Am I surprised at this commercial? No because Axe is how dirty boys get clean. I do however think this product as a whole is a waste. What guy is seriously going to go to their local Walmart and purchase an “Axe Detailer”? What does this product do that a washcloth can’t? I’m also confused as to why women are the ones selling this product in the commercial. I don’t know any girl that is so concerned with the hygiene of her boyfriend’s balls that she’s going to buy him an “Axe Detailer” for Christmas or even go so far as to wash his balls for him. In my opinion, this commercial was just to make a lot of noise about a product that was clearly a flop from the start.

  11. Edlange Philistin says:

    Wow… I mean really Axe?!

    Leave it up to this company to up it up a bit when it comes to using sex as means to sell their products. The sad thing is there are guys out there who are buying into these ridiculous commercials.

    To those guys I say yes you will smell good but that will not guarantee that women will be at your beck and call, despite what Axe is saying to you. It doesn’t give confidence and most certainly doesn’t give you ladies. They’re LYYYIIINNNNNG!!! IT DOESN’T WORK LIKE THHHAAATT!!!

    Aside from misleading unsuspecting, gullible men, this commercial is drenched with stereotypes. For instance, it is the common belief that “size” is directly related to ethnicity. You notice how they Black guy had the big sack of balls? This is referring to concept that Black guys, for the most part, have large members. I am willing to bet that is not always the case. Again I reiterate the following: Really Axe? Really?

    So I guess clean balls are the most sought after things that garner a woman’s full attention? Who needs a man with intellect? This commercial is offensive, stereotypical and crude. Putting that aside though, as much as I hate to admit it, it is pretty clever.

    The usage of metaphor was done nicely. It is evident that a lot of work was put into this campaign. If only they would put that same of amount of work in order to come up with new strategy to target their audience. But because we live in a society that glorifies sex, allowing it to creep into things like Disney stories, this just may be the beginning of the extreme ads created by Axe.

  12. Marcela Melara says:

    Did you know there is a “new version” of this ad? I found it on youtube the other day when I wanted to show this ad to my sister (NOT because I thought it was funny but because how incredibly insulting it is).

    Here is the link:

    I think what bothers me most about this new version of the add is that they are even attacking men now. They are implying that imperfection/difference is something to be ashamed of. Apparently they don’t care if they are using bad stereotypes to sell their products, and they don’t seem to care of the fact that many men might be even more self-conscious than before. Hearing the blond woman say that “there is nothing that motivates her more than helping men like him”, with “misshapen balls”, I really just want to know, who do the people from Axe think they are to say that it is a problem to not be perfect? And even more so that these people are all screaming for help and want to be like everybody else?

    I just don’t understand how Axe can make so much money off stereotypes and social problems that need to be addresses rather than reinforced.

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