What a fabulous ad featuring alleged “Page 3 Stunna”Lucy Pinder.
And what a bold claim: I have never heard of anti-antiperspirant being used to tame a rampant hard-on.
But there you are.
You can learn something new every day.
I also learned that the agency that produced this ad believes that this depressing vision of pornstar/ girl next door still speaks to the Axe consumer.
Of which, of course, there are many millions.
The Axe ads are always unrepentantly Laddish, but usually, they are saved by a sense of humour, at least.
Anyone laughing at this?.
But then, what do I expect?
Unselfconscious misogyny is rife, all over Axeland.
In football just for one e.g, it is a world news-making incident when Chelsea and often English Captain, John Terry calls another player (Anton Ferdinand) a racial slur.
(As it should be, of course.)
However, the fact that that racial slur is attached to the very worst word you can call a woman?
That passes without comment.
So … here’s to the British ASA, sometimes, they are a little silly, but sometimes ?
At least… some one gives a damn.
Their finding: ” We considered that the various activities that Ms Pinder carried out were presented in a sexually provocative way, and that alongside the focus on Ms Pinder’s cleavage … were likely to be seen as gratuitous and to objectify women. We considered that was emphasised by the text ‘Can she make you lose control?’ … and the invitation to ‘Play with Lucy’, which we considered would also be seen as degrading to women. We therefore concluded that the ads were likely to cause serious and widespread offense. We therefore considered that the poster would be seen to make a link between purchasing the product and sex with women and in so doing would be seen to objectify women.’