Stop the sexist and degrading advertisements by Axe

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    President of Unilever Americas- Mr. Michael B. Polk
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Unilever Inc. is the company responsible for flooding our televisions, billboards, and magazines with advertisements that are offensive, sexist, and degrading against women; all so they can sell Axe- a personal care product for men that claims to "give guys the edge in the mating game". Its advertisements constantly portray woman in a sexual and submissive light. One of their newer products, a body spray called Dark Temptation, is featured in a commercial where the man using the products turns into a chocolate man. Throughout the commercial there are women biting his bum, licking his neck, and clawing at windows to get to him. Many other commercials feature women scantily clad that can't resist a man wearing an axe product. These commercials not only debase women but it presents the falsehood that all women have an inner animal just waiting to get out. It send a negative message to the younger generations that all you need is this product and women will sleep with you. The present women in a negative light that the only thing on our mind is sex. This gives men and younger children the wrong impression and the sense it's okay to objectify women. In Colombia, for instance, a female Axe Patrol visits bars and clubs, frisking guys and applying body spray.These small examples are more than enough to outrage today's modern woman, but what makes this worse is that Unilever Inc. is the company that also owns Dove. Dove is personal product geared towards women who's main sale's pitch is female empowerment and that one should love their body despite the shape and size. This is completely hypocritical and two faced. They state that the company's mission is "...to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products...". This statement itself is extremely sexist and backwards. It is time to take stand and demand that these advertisements can be pulled. There must be other ways to sell their product instead of using women as submissive and objectified pieces of meat that will convince a teenager if they use their product hot girls will be under his spell and unable to control themselves. It is time to fight that battle that so many women before us did. Together we are strong and we can send a message that we will not tolerate it anymore.

69 Signatures

  • Stephanie Ibsen
  • Coryna Bartsch
  • Alexandra
  • Shanna Mackay
    • Comments
    • Way to be Steph exactly what every woman wants to say but doesn't have the right words!
  • Rachel
  • Desirae Kozak
    • Comments
    • this is not only rediculous...its LUDACRIS!!
  • Danielle
  • Lindsay smith
  • Karen Hanson
    • Comments
    • Dumbest commercial ever
  • Nor'Ali McDaniel
  • Steven Chaffey
  • AJ Darling
  • Amanda Burns
    • Comments
    • Everytime I view one of these commercials (especially with my boyfriend) it leaves me with a very uncomfortable feeling. Not only is this horribly degrading but it gives men the impression that women are actually supposed to be this "way" (model pretty, horny and easy). I hate these commercials and I hate the way they make me feel. I'm sure I am not the only one. These commercials really need to be toned down. I just found out that you are the same people who make Dove. How rude can you be? Leave us alone.
  • Liz Anderson
  • Sidney
    • Comments
    • I feel repulsed after seeing Axe ads.
  • Peter Beug
  • Getta
    • Comments
    • Lifeloser
  • Jessica Melhorn
    • Comments
    • im sick of it
  • Sarah
    • Comments
    • How can they make a campaign for real beauty when they are one of those who are feeding the fire?
  • Jessica Armella
    • Comments
    • They make me sick
  • Cristian Ariel Garcia
  • Zinnia Quest
    • Comments
    • To the creators, producers, actors, and viewers of these and all other sexist and objectifying advertisements - would you want your children being exploited in this way? Can you think of absolutely no other way to market your product? And how can you run campaigns against the very imagery and industry you enable?
  • Angelina Becerra
  • Hannah Friedman
    • Comments
    • It's degrading, and It's not fair.
  • Joshua Payette
    • Comments
    • Without this type of material, your product would still sell. Do the decent thing.
  • jen
  • Ashley
    • Comments
    • Marketing today is over the top in so many ways. Even if pulling these abominable commercials causes Axe sales to plummet, I am completely for it. Unilever makes enough money as it is, and we really don't need any more airheads buying their products.
  • Rick Sewell
  • shoshana schwarzberg
    • Comments
    • You are absoultely right these ads are disgusting and degrading and only protray women as sex ocbjects, as if women only exist to fufill some dam mans fantasy, they are degrading to every women and girl out there and need to be banned!
  • Jeremiah
    • Comments
    • There is a difference between product marketing and softcore porn...I've never seen a classy ad by axe. Not only does it degrade women but also men as it throws signals out there that all men act like deviants. Tired of this trash.
  • Victoria Salter
  • yellowwoodstraveller@yahoo.com
    • Comments
    • Disgusting and degrading, for both sexes!
  • Jenny Sistrunk
    • Comments
    • I'm tired of having to see this kind of advertising all over the place!
  • Melissa Arvelo
    • Comments
    • These ads are just a pile on the ever growing degradation of women as solely as prizes to be won.
  • Elizabeth B.
    • Comments
    • Completely and utterly sexist in their portrayal of women in their commercials.
  • Jennifer Pritchett
    • Comments
    • the latest commerical about washing you balls is the most tasteless commerical I have ever seen.
  • Maggie
    • Comments
    • I see many comercials change because of complaints over the years, and I don't understand for the life of me how axe has gotten away with this for so long!
  • Tim W Jones
    • Comments
    • Sell your product by making us proud to buy it.
  • Tami R Jones
    • Comments
    • Very disgusting.
  • Jeremy Evans
  • Brie Duggan
    • Comments
    • axe is terrible
  • Catherine Shiver
    • Comments
    • The hypocrisy is as disgraceful as the Axe ads themselves. I'm spreading this news throughout all my social networks. Shame on you! Don't you people have mothers, wives, sisters, or daughters?
  • Cassandra Ulinski
  • Alex
  • Matt
    • Comments
    • It's also degrading to men and makes them look stupid
  • Ryan Morrissey
  • Caitlyn Stever
  • Kirsten Ibsen
  • Elizabeth
    • Comments
    • i can't stand their commercials, especially the new 'clean your balls initiative' . stop making being a sex-starved bimbo look 'cool' make it stop!
  • Esther Hoeve