Brenner Thomas succumbed not yet aware of the Axe ad campaign messaging, went out and bought some of the company’s shower gel then, checking the campaign out, commented on heavy intertwining of sex to sell the product, writing, “As I’ve said before, male showering is marketed as a requirement for meeting the standards of the other, cleaner sex. But Axe takes this a step further. Attractiveness isn’t the end goal of showering here; sex is. The Axe website makes their intentions clearer than a horny freshman at a sorority party. The splash page features suggestive images of a shower’s ceiling lined with mirrors, and bathroom with towels engraved with “His,” “Hers,” “Her Roomate’s,” “Her Sister’s.” You can just see the famous jocks of Heathers punching it in. Even the loading icon is horny. It reads “Your Mojo is Loading.” And I guess that’s what Axe really is, a mojo-enhancing lube for heterosexual sex.
