Axe has been a controversial brand for sure. From angels falling from the sky, to girls eating up the chocolate man, the sexual innuendos involved in the positioning of the brand has often been cringed upon, and has gotten a lot of bad press.
But this latest ad has changed a few things for them. ‘Why?’ you ask. They show a guy kissing another guy.
The advertisement talks about great hair, loss of hair and moves on to asking the protagonist to kiss the hottest girl, or the hottest guy. And the male lead does exactly that. Kisses the guy.
Axe hasn’t really spoken a lot about the stunt. But ad agencies and social media websites have sure been applauding the 2 second scene.
Our take? No, the perception won’t change. The sexual innuendos are still there. Just because you are recognizing a minority group in the society does not make you suddenly wash your hands off your past sins (if at all portraying deodorant and sex together is a sin). Just because a guy kissed another guy (he kissed a girl right before that) does not make you move away from your earlier image. They should not be winning accolades for this one scene.
What’s the whole bruhaha about? See for yourself and leave your opinion in the comments below.