The advertisement campaign that I have selected is the Axe "Premature Perspiration" series. If you aren't already familiar with the content of any Axe commercial the 45 seconds contain the following: Young men supposed to be in late high school/ college age with some hygiene problem , attractive women in revealing clothing, strong sexual innuendos, and a "magical" smelling body product. I am familiar with a lot of the ads from 2010 and 2011 ranging from moms acting like prostitutes to the "clean balls" campaign. I found the premature perspiration ads on YouTube. I believe this is started running in 2011. You can find these commercials on regular television or the extended versions online.
http://www.youtube.com/watch?v=2qD_PiZAz6k
One of the tactics that I think the ad uses plain folks approach the male character seems ordinary. It also plays on hidden fears. The whole message of the commercial is that if you fix your hygiene problem with their product women way out of your league will flock to you so I think that it plays on the hidden fear of not being attractive and not smelling.Maybe even some snob appeal. The chance of getting many girls that are usually considered out of reach can be percieved as something somebody with power of money would have.
You can find these commercials on TV but as the webisode trend picks up I think the extended commercials online are the best medium especially since the content can be a little contraversial.
This set of ads comes from a long line of sexually suggestive television ads and prints. I am seeing other mens bath products are taking a similar path ( Old Spice, Red Zone, Tag). The male bath product market has rising competition. Studies show that if the guy likes the spray than he likley to buy other products of the same brand. They make sprays because its less intimidating than cologn. The target age is young men middle school- college who are just forming their grooming habbits.
http://www.usatoday.com/money/advertising/2007-04-17-axe-sell-usat_N.htm
It contains the stereotypical attractive females of all types. There is some controversy on how the ads objectify women.
What makes these commercials so memorable is their strong suggestive content and attractive women. Sex sells and has shock value. The more your consumer talks about you the more your heard of. I think it works or else they would have changed their direction a long time ago. They were able to make body washes, deoderants (solid and spray) as well as their own style of loofah. Thinking about how many people I know that use axe it reminds me of my little brother who is ten and my guy friends in high school. I wouldn't buy the product personally because the smell gives me a head ache and they all stink the same.
I think that it effectively gets young boys to start using body products. The commercials make the product seem manly while promising something that alot of young men would want, appeal to hot girls.
My last link is to a precious axe commercial. It is not as imfamous as the clean balls or premature perspiration but I got a kick out of it.
http://www.youtube.com/watch?v=Clmr9JUyTIc
