Axe's Clinton Ads: Funny, Or Just Sexist?

Check out BBH London's latest print ads for Unilever's Axe body spray. These ran in freebie newspapers in Chicago and New York this week, timed with the Super Tuesday primaries:

First reaction: Eew!

Second reaction: How can they get away with using Hillary Clinton's likeness? I'm guessing Axe took a calculated risk that Clinton wouldn't sue them over this obvious parody, and if she did, the publicity would be so valuable that it would be worth it.

I couldn't determine the source of the Clinton photo, but it looks like it was shot recently on the campaign trail.

(Via Creativity, Flickr)

Comments

[Tim]

Not just "Eew" -- totally shameful. It's sexist, misogynistic, not funny, and borderline racist. Put Obama in the picture and make it a KFC ad with the same concept and people would be shouting, rightfully. Where's the outrage when it's a woman?

[Bob In Pacifica]

Don't get it. One candidate wearing the button of another one. What am I missing here? Is this like "there's something about an aqua velva man"?

Does this mean that the sexual attraction of a man who uses a deodorant will overcome political positions or personal goals that a woman would have? Is that it? Is this ad saying that Clinton as a woman must submit to a man because of his odor?

Boy, I can't imagine that Unilever sold one more bottle of their stuff with this vague, rather stupid ad. And I can't imagine that using names of people who aren't terribly attractive is going to sell anything. I mean, who wants McCain attracted to her? Or is the ad saying that using the product will make even a wrinkled old fart like McCain attractive? That's not very believable.

Isn't Unilever the devil worshipper corporation that used to have that Satanic man-in-the-moon symbol on its products?

[Kelly]

This ad is disgraceful and shamelessly insulting a presidential candidate to sell their product. It is obviously degrading to women and is essentially making the statement that women are not seen as leaders or independent thinkers. The post from Tim is completely on point.

Honestly, the Axe ads in the past have not always put women in the best light, but this is taking it to another level. This is a woman campaigning to be the first woman president, that would be a huge step for women leaders. Thanks Axe, you're obviously a really forward thinking company.

[Daniella]

I'm late to the game, but it's my photo: http://www.flickr.com/photos/midnightquill/2177609634/