The Advertising Standards Authority has ruled that an Axe deodorant advert be pulled. In the ad, angels can be seen falling from heaven because they are attracted to a man’s deodorant. But a viewer laid a complaint, claiming it offends Christians. According to him, angels aren’t supposed to forfeit their heavenly status for mortal desires.

The advert for Axe deodorant depicts winged, attractive women crashing to earth in what appears to be an Italian town, and then being drawn towards and sniffing a young man who has used the deodorant. The text at the end of the ad reads: “Even angels will fall”.

While the directorate was mindful of the hyperbole employed in the advert, it was not convinced that this was sufficient to negate the offence experienced by the viewer.

As such, the problem is not so much that angels are used in the commercial, but rather that the angels are seen to forfeit, or perhaps forego their heavenly status for mortal desires. This is something that would likely offend Christians in the same manner as it offended the complainant.

Check out the advert below and decide for yourself:

https://www.youtube.com/watch?v=8qskcmabLuQ

To sweeten the deal, check out this design by our friends at Gorilla Creative Marketing in response to the banning of the advert:

[Source: News24]