AXE’s Gross and Effective Commercial
I sweat. A lot. In the summer, I sweat so much that I look like I just ran a marathon. (That’s if I was in shape to run a marathon, of course.) I sweat so much that if it wasn’t for my moustache, people would think that I was lactating. It gets embarrassing.
So, when I was in a movie theater on Saturday waiting for the movie to start, this commercial came on and grabbed my attention. The guy in the commercial isn’t just sweating—he’s got geysers under his armpits. It’s gross. He’s spraying everybody: other dancers at a club, his girlfriend, even his friend eating a sandwich.
I can relate to this commercial.
Then, as the guy tries to hail a taxi—the sweat shooting out of his armpit—a woman in a supermarket sees him, grabs an Axe Dry Antiperspirant Stick, runs across the street, and rolls it under the guy’s armpit.
And the sweating stops.
Although I was grossed out at first, by the end of the commercial, I was laughing. Not only was I laughing, I was sold. This summer, I want to take an Axe Dry stick and rub it on my body from head to toe like it’s sunscreen.
The Axe Dry commercial is an effective use of humor in an ad; the humor is relevant and it makes a point. The commercial also appeals to people who sweat profusely. More specifically—me.
