The Axe Effect Commercial Analysis Essay

Advertisement Analysis - Axis Unleash the Chaos

752 WordsMar 7th, 20134 Pages

English A Lan/Lit SL

Advertisement analysis – Axe “Unleash the Chaos”

Axe is a Unilever-owned cosmetic products brand, which has its identity for its sex appealing advertisements addressed to young men who want women to be chasing him. The 2012 campaign about the New Axe Anarchy for him + for her was done by Agency BBH from London and, in July, won the Gold Lion prize in Cannes Festival.
Anarchy is the first product on Axe’s line which is available to women, and therefore, the audiences for this piece of advertisement are both men and women, mainly young and metro-sexual ones. The ad keeps the concept of sexuality of the old Axe commercials but adds the same sex appeal also to women. This appeal is achieved by the setting of the…show more content…

The man in the picture dresses in a more simplistic, everyday worker style and owns an old car – that is probably why he is fixing it - while the lady dresses up in a short, skinny and sexy dress accompanied by high heels and has not a luxury, but a good car. This disparity between men and women exhibits that the product is affordable by any social class and makes the consumers do not feel anymore rejected, because they can play and get along with different social groups when using axe. The advertisement ensures customers to feel good, feel more secure and attractive, look good and make them feel they can get girls or guys who are out of their league.
The setting of the picture also focuses on the couple and does not rely on the background, which is an irrelevant metropolis. The use of bright colors also emphasizes the love, hormones explosion and sexy moment witnessed.
Apart from literal sexuality appeal, the advert has both models with white-skin and blonde hair; a defined, sexy body and they are tall compared to average people. We can induce, then, that the commercial supports the creation of a stereotypical body, with beauty standards that are not achievable for who was born black and brunette, for example.
The language used, on the other hand, is simple and subjective; it depends on the reader’s interpretation of the image in order to

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Article about the launch of the first Axe product for women -Anarchy- in Canada
(Source: http://www.marketingmag.ca/news/marketer-news/axe-to-launch-first-for-her-product-in-canada-45671 )


Unilever is set to launch its first Axe product for women in Canada, though the company is keeping its marketing plans close to its chest.
In addition to the women’s body spray, the Axe Anarchy line includes men’s body spray, deodorant and shower products. While the men’s products come in Axe’s traditional black packaging and have an “oriental-inspired fragrance that boasts fresh fruit notes, alongside sandalwood and white amber,” Anarchy For Her will come in white packaging and smell of “sparkling fruity notes, soft florals and a light finish of sandalwood, amber and vanilla.”
Kyle Marancos, senior brand building manager of Axe, said the women’s product was developed in response to demand from the brand’s female fans.
Marancos describes Anarchy For Her as a “limited edition” fragrance. Given the multiple products in the male Anarchy line compared to the single female product, Anarchy For Her seems more of an experiment for Unilever to see if it can translate the typically oversexed male brand into something women will regularly buy. Marancos would not expand on the product’s overall market strategy.
A quick scan of Axe Canada’s Facebook page shows a number of women are asking for women-only Axe products and samples of the new body spray. The Facebook page also shows that some Anarchy samples have made their way to consumers, though the product has no official launch date – much like its Canadian marketing campaign.
However, given the nature of the global marketing materials that have surfaced, Valentine’s Day seems a likely kick-off date. Marancos said the campaign will utilize global creative assets created by the army of agencies that steer the brand globally. Bartle Bogle Hegarty handled the main brand work for Anarchy, including a one-minute video showing men and women irresistibly drawn to each other in the middle of an increasingly chaotic scene.
The brand insight? “Men and women are driven by attraction, and Axe provides the spark they need to act on that attraction,” according to Marancos.
The Canadian campaign will include television, cinema and digital media (including a gaming element). Canadian agencies working on the launch include Crispin Porter + Bogusky, which oversees digital and consumer sampling for Axe, PR firm Harbinger and media agency Mindshare.
Axe has also just launched a two-in-one shower gel called Axe Jet and a hair styling line called Axe Hold + Touch. Both male-focused products have shipped and begun to appear on store shelves.

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