Refreshing Advertising Strategies
D
ear Makers of Axe Anti-perspirant:
While reading a magazine recently, I came across your ad for Axe Anti-perspirant headlined "Dry Pits Win." I believe too much advertising today focuses on unrealistic body images, trying to associate products with sex appeal: "Use our product, and you will become a chiseled hunk who draws women from miles around." You, however, have chosen to break that mold, with an ad whose underlying message seems to be: "Use Axe anti-perspirant, and you will become a hairy torso with no head, arms or genitalia."
It's refreshing to see a company who has the courage to portray users as mutated freaks of nature. I applaud you for your unique strategy.
Sincerely,
TL Hines
Posted by TLHines at February 19, 2004 06:23 AM
Personally, I've always fancied a hairy torso with no head, arms or genitalia.
What??? What I say????
;)
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Wow, if they keep looking for mutated freaks of nature, maybe I can apply for the job...
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I found this perplexing ad in Maxim's March 2004 issue. When searching, I came upon your blog. I put a link on my blog to this post. I hope you don't mind. If you do, please email me, and I'll remove it.
Thanks! :o)
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Umm, it's not a hairy torso, it's an armpit with feet!
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Ah, a hairy armpit, you say? I stand corrected. And in light of such information, I can now unequivocally say: this ad is genius. Pure genius.
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