July 29, 2013 by gabnormal
Axe recently released this commercial for their Cool Metal Collection. It makes men look like idiots. (Not that there aren’t men who are idiots, but still, not all of them are). According to Axe, when a man sees a beautiful woman he turns into a blundering fool, who can’t control himself or pay attention to the task at hand.
There are so many things that this commercial says about men that simply aren’t true, and I don’t know where to start.
1) Men Can’t Work Around Women, They’re Just Too Beautiful.
This commercial is based in a stereotype. Men are perfectly capable of driving motorcycles, working in the chem lab and doing numerous other things while in the presence of beautiful women. They’re not so dumb as to be so easily blinded by a pretty face.
2) It’s a Hormonal-Man Thing, They Can’t Control It
This commercial feeds into the stereotype that men are ravenous beings who can’t control themselves. Men are so driven by testosterone that they physically can’t think with anything besides their dicks, thereby insinuating that women should stay inside where they belong so the men can get real work done.
3) Boys Will Be Boys
All in all, Axe is following the age-old sentiment that Boys will be Boys. An excuse that is as empty as the head of the person who created this commercial.
By reinforcing these stereotypes, Axe is creating an environment that says women are best used for their looks and that men can’t control themselves but we can’t blame them because testosterone. Additionally, by calling the evolution of women’s appearance as a whole a “crisis,” Axe is blaming women for men who can’t get things done. Since historically, everything is a woman’s fault, I’m not surprised that they said this.