If Axe 'Anarchy' Body Spray for Women is Right, Then Please, Let Me Be WrongMeredith Carroll
I’m all for feminism. Let’s all go on birth control (although I vowed I was done with all forms of female birth control after I had my last baby)! Let’s all burn our bras (although, truth be told, I’d rather wear one than not)! But female body spray? Axe body spray, no less? Ew. Just, ew.
And yet. From the people who brought you the gross body spray for men is now making it for women, according to Jezebel (via the New York Times). Apparently women are supposed to applaud, because this is the sign that finally we’re equal. Personally, I’d rather just have comparable pay. But no, this is what we get.
Did I mention it’s called Anarchy? Are you chomping at the bit now to spray it all over your body?
The New York Times printed a description of Anarchy’s upcoming advertisement:
As its name portends, a new commercial depicts a scene of mayhem, with a chain of events including a car pileup. During the spot, strangers lock eyes and, oblivious to the commotion, walk hungrily toward one another, then freeze at about an arm’s length, nostrils flaring and chests heaving, not breaking the sexual tension with contact.
“Unleash the chaos,” says screen text at the close of the commercial, as a young man and woman spray their torsos. “New Axe Anarchy for him and for her.”
The adman behind the spot says it’s meant to “empower” the ladies because “now women also have something to spray on themselves, and consequently there’s more of an equilibrium between the sexes.”
Will you run out to buy some Anarchy? Or will you run out and hide?