By TAMARA ABRAHAM
DAILYMAIL
August 23, 2012
A television commercial for Axe has been branded 'sexist' because the female character in the ad is depicted as a headless pair of breasts on legs.
Designed to promote a men's hair product, the concept of the ad, set in an office, is based on the idea that men notice breasts first on a women, while women notice a man's hair before anything else.
In turn, the male character, who admires his amply-chested co-worker from afar, is a thick head of hair on legs.
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| Sexist? Axe's latest television commercial has sparked controversy because the female character is depicted as a headless pair of breasts |
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| Office romance: The ad is set in a workplace and the two characters are depicted as co-workers |
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| Almost there... Their attempt for alone time in an elevator is thwarted when other people crowd in |
But the ad, though intended to be humorous, has prompted a backlash from viewers, who consider it to be sexist.
One Twitter user, Hilary Paige Smith, wrote: 'Once again, another appalling display of terrible, sexist marketing from Axe. Don't date guys who smell/act like this.'
And Katherine Vong, of Trendhunter, added: 'Axe has once again turned to stereotypes and gender biases with its latest Axe Office Love commercial, which essentially represents females as a giant pair of breasts, no head required.'
Others, though, see the humour in the concept.
AdRants writer Steve Hall said: 'All the brand has done, and always has done, is celebrate the carnal desire that is ever present between man and woman. It's an innately human desire. It's a fact of life.'
At last! Finally the two characters' human versions are revealed when they lock eyes at a bus stop
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| Finale: As the pair approach one another, the tagline appears, reading: Hair. It's what girls see first |
Published on Aug 20, 2012 by AXE
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