Axe’s latest ad for Axe Black Chill deodorant is suggesting that the poor behaviour of men is a result of womenkind’s ever-increasing attractiveness. The ad was uploaded on 2 July 2013 and has since been generally flamed.

The YouTube version was uploaded to Axe’s Facebook page, where is was further torched. Jessica Griffith commented:

Your new black chill commercial is offensive towards women. Your basically saying that to be pretty you must be a stick figure and naked?! The 1890 and 1950 women aren’t as beautiful because they are covered and actually eat food?!?!? You guys at AXE need a serious rethinking on this one.

Kathy Garcia provided similar commentary:

This ad is offensive. Usually Axe’s ads are just silly – so what, but the images of the women 1990 – 1950 – 2011 is the problem. While the women do bare more from picture to picture, they also get significantly thinner through the years. Many industrialized nations have serious body image problems and women and now men have eating disorders that were a rarity in decades past that are killing them. Come on Axe, you can’t be more creative than this?

The majority of men on the other hand gave comments that were in agreement with the description published on the company’s YouTube channel, “Girls are getting hotter and it’s causing guys to lose their cool. Axe Black Chill is helping guys keep their cool before it’s too late”.

Mikhail Chtchetinine commented:

The more women under-dress, the more men will lose their cool, fact. So just chill out! Seriously though, men find women’s bodies to be attractive, get over it or cover up.

Robert Sacks commented:

Cry me a river people. Sex sells. The women are beautiful, and we should celebrate that. As long as it’s healthy, women should take care of their body. If they get paid well to model due to this, god bless them. If you’re unhappy, improve yourself. I don’t know these women personally, all we know is they’re beautiful.

Does the advert objectify woman, or are they being too sensitive?

[Source: YouTube, Facebook, The Gloss]