Ax Anarchy

So I was thinking of some advertisements to talk about, when I saw this again. And really, how could I write a media blog without bringing up Ax Anarchy?

http://www.youtube.com/watch?v=NsXfMQzH0k4

The blatant sex appeal here is kind of hilarious and kind of sad. I mean, this advertisement has absolutely nothing to do with the deodorant. It doesn’t show and deodorant, doesn’t say anything about eliminating smells, or about smelling nice, or even give the name of the product till the end.

Basically, all this ad does is saying that if you use our product, suddenly everyone will either die or start making out.  Really it doesn’t even say that, though, it’s just a bunch of pictures of chaos and attractive people running at each other, then the words “ax anarchy”.

I suppose their logic was that we already know the brand, and it’s pretty famous, so they got something which would catch our attention and hold it long enough that we could see the product and chuckle about it. But what are they really trying to say about it?

Obviously, they’re saying it has something to do with attraction, but… how? As far as I can tell from seeing that, the chaos going on has nothing to do with scents. And so, what? If you use our deodorant you’ll become a hot model, and stride purposefully towards someone while narrowly avoiding your untimely death, only to kiss in the middle of an exploding street corner?

In that case, I want some.

Unfortunately, it seems for some reason to be solely for women.