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The ads were placed next to emergency exit signs in Belgium. As in most places, emergency exit signs feature stick figures running for their lives to reach the exit. But in this case, it features a stick figure running away from a hoard of girls. Axe took advantage of the running man to illustrate its message: that Axe products make you irresistible to the ladies.
This ad mostly features the needs for attention and autonomy because it focuses on the desires to be noticed, to be singled out, and to be wanted. The ad is simple and to the point, and because the only text featured is the logo in the bottom right corner, it mostly relies on its wit and humor.
So this ad is brilliant, but there's just one thing that I cannot get over: the fact that the female stick figures have curves. I mean look at that. Not even women's restroom signs have buts or busts like that, all they get are kilts to distinguish it from the men's restrooms. Although I think this aspect of the ad is hilarious, it does play an important part in defining the ad's effectiveness because it says "Not only will women love you, but HOT women will love you." Also, the second woman looks like she's about to do a cartwheel.
*slow claps* Well done Axe, well done.
What do you think of Axe's emergency exit signs? Let me know in the comments below!
Loved it. Totally agree that a quick exit is necessary when pursued by beautiful women. Comedy aside, it is pretty amazing how simple an ad can be, yet have such a deeper connotation.
ReplyDeleteWow that is sooooo demeaning to women. Because we are all so turned on by Axe. Really. Any man, no matter how attractive, can wear it and we turn in to a mob to pursue him. Because personalities don't matter and we aren't smart enough to be swayed by deeper connections. Nope. Just what they smell like. The advertising technique could also be repetition because they are EXIT signs! They are everywhere and each is an Axe advertisement. Those people are DEVIOUS.
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