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Axe: new generation boyfriends

March 29, 2012 at 10:24 by Martina Comments

I love the new global campaign for Axe Shower Gel created by BBH London. For once the usual sexist Axe approach (which, to be honest, sometimes I do find amusing) is replaced by the “celebration” of a new generation of boyfriends willing to do anything to please their girlfriends and conquer their hearts (yes, I’m being sarcastic). Of course the girls are portrayed in a stereotyped and extreme way (basically they are all rather bitchy in their own way) but I still think that, in the end the sense of humor in the five commercials prevails, and gives justice more to nowadays’ strong personality girls than to the Axe men.

Curious to know what you think…

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