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Mar 192012

Axe Goes Soft: New Campaign Recognizes The Girlfriends | Co.Create: Creativity Culture Commerce.

Courtesy of Fast Company

While the ads still have the classic Axe hallmarks (there’s still plenty of fawning, female stereotyping and even the overt hinting of a threesome) there’s some relative progress here in that Axe’s once one-dimensional T&A interpretation of “fantasy woman” is now an actual person, and the Axe-man is looking to please her (well, please her so that she will in turn please him). Small steps


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