Reference no: EM133226551

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In the very few seconds of this ad, they show other billboards and screens on buildings that show men models with abs and one of the ads says, "Ripped right now...lean muscle." A viewer may think that what's being advertised is related to muscles and that Cristiano Ronaldo's 'perfect' physique and his white smile, but they quickly change it to "nose" saying "Come on! A six-pack? Who needs a six-pack when you got the nose? [showing someone with a big nose and his girlfriend]." Those initial seconds imply that a man doesn't have to have a six-pack to be liked. The advertiser is going against almost every other advertiser with this move because most of them advertise with men models with outlier bodies.

The ad continues to change the subject to suit, moves, and fire, then they show an LGBTQ man dancing and they say "[who needs fire] if you rock those heels." And then they say "and heels, if you ride those wheels." All of this suggests that the target market for the product being advertised includes not just men with abs, but all types of men regardless of their physical appearance. And then they eventually conclude the ad with "Who needs other things if you got your thing? Now, work on it!" All of this is to say that nothing is more important than hygiene whether you have abs, wearing a suit, your sexuality is different, or any other difference.

I honestly love this ad even though I don't use Axe body care. This shows that the advertiser is trying to be inclusive to people that usually aren't in advertisements. In the Celluloid Closet, they said, "[when you're not included] You feel invisible, you feel like a ghost that nobody believes in." It is important to include everyone. In this ad, we see people of color, people with different sexualities, people with disabilities, and unique people. I wish more advertisers did the same thing. Most of them stereotype both genders to sell their products, but in this case, it is people's uniqueness that got the most attention.