These Axe Body Spray Ads Are Presented Like High-End Men's Perfume
Laura McQuarrie — June 28, 2014 — Marketing
References: theaxeeffect & coloribus
These funny AXE body spray ads are like a spoof on women's and men's perfume ads, but they're totally unpretentious. The ads and have almost all of the components of a slick fragrance ad—the images of the models in bizarre high fashion poses are presented in black and white, with text that helps to convey the essence of the scent.
However, instead of taking themselves too seriously, words like "sexy," "intriguing" and "heroic" are surrounded by sentences that take the ads in another direction entirely. For example, one male model is shown in an awkward squatting pose, which is explained with text that reads: "He has a special something that makes him sexy even when he is queuing for the loo." The humorous ads by LOWE definitely succeed at being more interesting than the average magazine fragrance ad.
However, instead of taking themselves too seriously, words like "sexy," "intriguing" and "heroic" are surrounded by sentences that take the ads in another direction entirely. For example, one male model is shown in an awkward squatting pose, which is explained with text that reads: "He has a special something that makes him sexy even when he is queuing for the loo." The humorous ads by LOWE definitely succeed at being more interesting than the average magazine fragrance ad.
Trend Themes
1. Satirical Advertising - Creating humorous and unconventional advertisements that playfully subvert traditional advertising norms.
2. Unpretentious Marketing - Developing marketing campaigns that embrace simplicity and authenticity rather than promoting a pretentious image.
3. Unexpected Messaging - Utilizing unexpected or ironic messaging to engage consumers and challenge their expectations.
Industry Implications
1. Fragrance Industry - Exploring disruptive ways to advertise and market fragrance products to differentiate from traditional approaches.
2. Personal Care Products - Incorporating humor and satire into marketing strategies for personal care products to appeal to a younger, more playful consumer base.
3. Fashion Industry - Experimenting with unconventional and satirical approaches to advertising within the fashion industry to stand out in a crowded market.
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