It never ceases to amaze me that axe is still coming out with commercials like this one. All of the axe commercials clearly target males from their high teens to their early twenties. Their ads contain a male shown using the body spray, and instantly being surrounded by a large number of beautiful women. Not only do they surround the male, they literally throw themselves at him once the smell passes through their nose. Although smelling nice is a very comforting feeling when meeting someone, these commercials might just exaggerate a little. I have tested this theory in many supermarkets and grocery store, and it is definitely a false advertisement. I usually hear fairly rude comments from passerby for at least an hour after application. The cologne truly smells awful, and no matter how much axe you use, it will always smell like you put on way too much. The commercials are truly based in a fantasy land, nothing works that good. If their products did work that well, they would not have to advertise so strongly. I think word would spread pretty well.

While looking through a magazine I found a much better scented cologne with a much more simple ad. It looks like it was shot while placed on a mirror, with the reflection of the bottle very clear. It is simply a photo taken at a level position with a very high quality camera showing the cologne bottle with ‘GUCCI by Gucci’ clearly presented on the front of the bottle. It is a simple ad that needs no ridiculous message along with it. The known quality of the product sells itself.

These ads reminded me a lot of the ever-growing competition between car companies. While some car companies come out with new commercials, car companies like porsche, ferrari, and lamborghini commercials are rarely seen.