The beginning of this year, Axe deodorant released a new commercial advertising their new product called the Axe Detailer. The Axe Detailer is a small, soft scrubber which is used to clean your body, while using an axe shower gel product. .” I found this commercial to be extremely effective for many reasons, but first, let me break it down for you, scene by scene. setting is similar to a talk show with an audience and bright stage with a beautiful host behind a counter. In the background, though subtle, is a giant sign ran by lightbulbs which spell out “AXE.” It starts with a classic, deep voiced announcer, announcing an intro for the host saying “Mankind has asked many questions, but few are profound as this!”
The scene is then focused on two very beautiful women; one is a brunette host and the other is a blonde demonstrating this new product. By using both a blond and brunette, they can easily reach a larger demographic of men. The brunette instantly asks how men can clean their balls and then the blonde, being very confident (and sexy) says the axe detailer can get the job done and make “any balls sparkly and new!” She then cleans the balls. She cups two golf balls and scrubs them in a very sensual way (in a way that’s an exact pun and reference to sexual acts). They even added another, very subtle pun by using a fake disclaimer on the bottom in extremely small text saying “Take care when using on sensitive areas.” Any male (or female) who catches that will instantly like the commercial that much more for being even more creative and innovative.
Then she asks the brunette to go ahead and play with the balls and when she does, you can tell she’s clearly enjoying herself and says “magical” in a sexual voice. All in all, I found this commercial to be very entertaining and effective. It successfully grabs the targeted demographic and audience’s attention. I may not buy this product, but I fully support the company and ideals.
