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March 13, 2011

The One Million Moms Target Axe's Angel Ad

It's been awhile since we checked in on the One Million Moms. This week's action alert is about a commercial for AXE:

Angels AXE Their Halos in Newest Unilever Commercial!

If you have seen it then you know what OMM is concerned over. The new commercial for AXE is beyond repulsive! AXE, owned by Unilever, produces men's deodorant, body wash and body spray and has outdone itself in shocking audiences with outrageous ads.

Their newest commercial has angels falling from the sky. After the angels stand up from the jarring fall, they grab their glowing halos and throw them on the pavement which causes them to shatter into small pieces. This happens repeatedly and ends with several angels walking towards a man apparently wearing AXE. The tagline is "Even Angels Will Fall!"

This is degrading and irresponsible for AXE to stoop so low. To mock Christianity is inexcusable!

Here's one of the ads:



Now, I agree with the Moms to the extent that I also find this commercial to be stupid and offensive. I'm so sure that angels would choose to give up everything for some random dude stinking of AXE in the street when they could be chilling out in heaven instead. And of course the angels have to ditch their halos because sexual desire is dirty and shameful and unbecoming of a "holy" creature. But, you know, it's an AXE ad. I'm not expecting art or poetry or creativity or feminism.

What I find interesting about the OMM action alert is that it complains only about the anti-Christian aspect of the ad and totally glosses over the obvious sexism. There's a general reference to the ad being "degrading", but that's it. Apparently "to mock Christianity is inexcusable", but to mock women is not that big of a deal. Since the Moms are supposed to be all about protecting children from negative influences in the media, you'd think they would be concerned about the message that ads like this send to their daughters and sons. Instead this is yet another example of the OMM's selective and often misguided outrage.

12 comments:

LS said...

I'm actually surprised to hear that you condemn this ad for being anti feminist and anti sex. Personally this was the first AXE ad which I haven't found to be horribly sexist and degrading, not to mention low brow.

As you say, it's not art or poetry, but I thought it was clever and I even chuckled a bit. Plus it has the allusion to the classic "did it hurt?" bad pickup line.

Jezebel said...

Well, I don't think it's the most sexist ad ever or anything, and I probably wouldn't have commented on it if the Moms hadn't mentioned it. I just have a hard time with the idea that some random guy smelling of Axe is enough to attract a bunch of angels.

LS said...

It's certainly over-the-top, there's no argument to be made on that count I think.

But ads are over-the-top almost by definition. Much as I wished otherwise, I never got transported to Cap'N Crunch's ship to fight the Soggs with him.

Maria said...

I find Axe marketing to be pretty sexist to both men and women... you know, the whole "every choice a man makes in his life is absolutely done 100% to attract/please women. Ever. And changing your physical traits (scents, softness, hair) is the only/best way to please/attract them." Not to mention that apparently everyone in the Axe universe is flamboyantly straight (though this is a trend with most men's scents, soaps and shampoos, skin care products, etc... they have to be overtly manly if they don't want to seem "gay").

Kari said...

Aren't all of the angels men?

Sydnee said...

I usually don't pay AXE ads much attention. They're definitely sexist and they make me roll my eyes, but I kind of thought that was the point. It's supposed to be over the top, just as LS said.

Anonymous said...

It's like none of the commenters actually read your post. Your post wasn't about axe, it was about OMM. *roll eyes* come on people, at least read before you comment on something.

Politicalguineapig said...

The whole concept of One Million Moms makes my uterus shrivel. Personally I dislike Axe- not only are the ads disgusting, the smell is too. But I wish OMM would get its smug asses back to the fainting couch. A few good pokes at Christianity never hurt anyone.

Anonymous said...

I love this commercial, the girl in it are super sexy:) Stop finding things to complain about, angels aren't real anyway lol

Marshall said...

i didnt mind the sole called "sexism" but the thing that bothered me is....fallen angels are demons. when satan and his angels fell from the sky as they were cast out they are called fallen angels so yea u get it...

Anonymous said...

It's a commercial, really get over it. The women are beautiful and the point in to try to sell the product whether you think it "stinks" or not the goal is to make you think it smells good. I think the marketing strategy was excellent and the commercial overall was very well done....it got you all talking about the product didn't it!

Anonymous said...

"What I find interesting about the OMM action alert is that it complains only about the anti-Christian aspect of the ad and totally glosses over the obvious sexism. "

Well would YOU have complained about the anti-Christian aspect of the ad if you had not read their complaints? Nope. So it's a bit hypocritical for you to point fingers at them for "glossing over" when I'm sure you've done it plenty of times on this blog of yours.