Alright, I'm gonna put myself out there with this one:

Having sex that leaves an imprint on your back doesn't have to be violent sex. Speaking from experience (last night on a play ground if you are wondering... it left a criss cross pattern on my back from the metal platform I was laying on...and no, he wasn't wearing Axe) I don't think that these ads are about violence.
Which doesn't mean that I think they are all just fun and games. They are infantilizing women into uncontrolable immature sex objects. Turning women into creatures of animal urges is what the Puritans used to do (which is a whole other topic).
The ads are sexist, but I don't think it's because they are suggesting sexual violence. Especially since the point of the commercials is that women will throw themselves at men once they get a whiff of them.

The ads imply that Ax is a chemical that can override the sticky "consent" issues that keep men from the Pussy Oversoul. They may not be outwardly advocating violence against women but they do in fact promote gender stereotypes that lead to violence against women. This isn't about spontaneous sex or images of men in uncomfortable positions would be part of it. It's hyper-focused on treating women's consent and boundaries as an obstacle to be overcome and not part and parcel of human interaction.

The elevator buttons & steering wheel spots, I get as sex-anytime-anywhere. But the hanger? How the hell does that happen?

I'm with Ahlana...it's not about violence, but it is sexist. To think we'd have sex with a guy just because of his cheap smell?

I think the hanger thing is supposed to be in a dressing room... I'm not positive cuz it's been a while since i've seen the commercial.

Why don't they have a commercial where GUYS have the imprints (of sidewalks, manhole covers, fire escape gratings, shower drains, etc) on their backs? You know, woman on top? Maybe with a woman helping a guy get up off the ground like she's just gotten off him after sex, so the slower and less dirty-minded people get it. Then it would be somewhat less sexist. Maybe a shot of them embracing (which pays a little bit of tribute to sex being an emotional thing as well as physical).

I think another clue is that we don't really get to see the women's faces or eyes. They are depersonalised - they're "just" bodies.

I think they're insulting, and yes sexist because they show women as being easily manipulated, but I don't think they're violent, sorry. You don't see women being "slammed" against anything.. you see them as desperate to get to the man (and not caring about where theyd do so), but not coerced by him (just the opposite). So I think that's a misplaced criticism.

I think the labels "stupid" and "wishful thinking" cover these ads just fine. For the record, I live with two guys, and neither of them find the ads anything but ridiculous, and the zombie-horndog women kind of alarming.

Actually, I got a very strong negative reaction when I saw those ads, but after I got over it, I thought, ok. These are supposed to be projecting the idea that the smell will make women want the men SO BADLY that they'll do it anywhere. If that was indeed the case, doncha think MAYBE the woman would've been on top? So the guy would've gotten the marks?

I'm with Amanda on that it's about - although quite possibly subconcious - idea that a woman's concent is an obstacle to overcoome, not a "hey, why would I fuck someone who isn't into me/fucking?"

I don't think this add is sexist. Fact is men are basically animals who want to have sex anywhere they can. We are all animals with animal instincts. man and woman alike. That is just reality, not ideology. As the first comment mentioned, an imprint on the back has nothing to do with a violent act. Now, if the mark on her back was from a STRAITENED coathanger, that would be a different story.

As for the chick who asked "why no imprints on guys backs?" or something like that:

Simple: CHicks on top typically get the trackion push on the f*ck downstroke, whereas guys get traction on the upstroke. If a chick left a mark on a guys back, it would likely be on his ass not shoulder area, and the ass is really not allowed on regular commercials so far as I know. ; )

Okay, let's see...we've got thousands of young women every year flocking to the San Fernando Valley to become porn starlets but it's fragrance companies like Axe that are promoting violence against women? Lighten up ladies...

why in God's name would you think that the marketing people of Unilever Co. want to belittle or degrade women in such a way as in the AXE commercials? I don't think the ads speak violence against women, nor do I think that it casts a remote idea of women as being cheap easy or unintelligent.

It is purely in fun. Think of it more as a step towards womens equality. The men that are seeing this ad are dumb foolish creatures that think by using a $4.99 spray will get them laid, that's it. Another blast toward mens intelligance or lack there of.

Just so you all know, I am a man and I'm not gay but purely giving my opinion on the product and to some extent providing a two sided enlightment to the discussion.

For those of you that think there is no man that can give a true statement about womens violence or such. Wrong! I worked for the Department of Justice for several years and specialized in the security secture. My primary job description was to help battered women to and from the shelters. Assist them in removing personal belongings from their residence and to relocate them to the supportive shelters where they could get the help they needed.

During my time with the DOJ helping these women. I heard stories from each one of them about the things they had to endure. Some were so horrifying, that I could not stand to continue in that department.

I need to stop here because I don't want to get started on that subject. Just know that I have witnessed the evil from both sides, or as close as I could get without actually being a victim.

i think that the axe adveritsements are sexist...if they had axe for women..and had men doing the same thing that they have women doing right now..it would be different....but i have heard that there is a commercial and the guy sprays his axe on his chest..then on a path towards his "area" and with a message saying either "show them the way" or "lead the way" or something along those lines...i dont think this is right...yes..axe does smell good, but it would never make me do these stupid things in the commercials its just some cheap cologne/deoderant/shower gel that you can get almost anywhere........

The Axe commercials are playful and funny, nothing more. I don't think any level-headed man takes something of this nature seriously. You ladies need to lighten up. This is a product marketed (obviously) to men, probably teens and 20s to be more precise. What draws this age group more than a little sex appeal (honestly?)

I myself use Axe body spray, is it because I think I will be ravaged by 10 overzealous sexual womenbeasts craving my scent every day when I walk out of my home? No. I like the smell of it, and it has a certain stigma attached to it, as you can see by reading these responses, that I find appealing.

In conclusion, ease up, laugh a little, women are sexual beings too. This isn't the 60s anymore, women can take charge and be more open sexually now, and it's completely socially acceptable.

ok umm, i gotta couple things to say, and hear they go but first i want y'all to know im not tryin to start arguments just set facts straight. THAT IS MY ONLY GOAL!
anyhow- stop exagrating! my god, i was suprised how much u guys acted the victim. ur makin it sound like a majority of males buy into this shit, but they dont. most of us arent that desperate to have sex 24/7. and if we were we wouldnt use a stupid drugstore cologne.

also how many of u think that i(or any male) believes that as soon as we spray this on chicks will wanna hav sex so bad theyll tackle us(tag comm.)? if any male does think that then they need to cut down on the crack more then the axe.

its not our fault(just as much as it isnt urs that our 2 sexes r sterotyped) but its true. they r, marketing ppl use wat they THINK appeals to MOST ppl to hit a LARGE crowd. not wat is actually true.

so in short, chill, were not out to use u as sex dummies(or w/e) its just the stupidty of marketing and the percieved masculine thoughts. yeah we like hot girls in bikinis but were not obsessed with it.

and u dont see us runnin round all pissed off cuz sum imbeciles tried to get a hetrosexual fashion craze goin. idk wat funky town u live in, but at my school we laff at hetrosexual boys who think there cool

In response to Kyra's post:

Wouldn't having an ad with MEN being slammed against the ground be just as sexist as women? I'm not saying I'm for the commercials, really, they are stupid, but a comment like that is completely senseless and egotistical.

I'm not sure if it's been mentioned - but Unilever Co. also owns Dove. The "campaign for real beauty" people.

The hypocrisy should surprise me, but alas it doesn't.

Let me begin by just saying the AXE commercials are the most hillarious and over the top portrait of non reality, and I believe that is the plan. They are meant to offend those who take them serious, inspire and instil hope in the not yet wise young male, and poke general fun at the whole "marketing scents" camp. Let us not be duped and gratify the insanity with an offended response, but rather laugh with them. Therefore let us not take offence, but rather play with and test their humor. Who knows maybe we'll find one we like? ? I went to Wall*Mart and bought Clix, and Vice, then Vons for Phoenix and Orion, the top offenders, and IMHO the best in the bunch. I couldn't help myself. I mean who doesn't love the smell of rotting fruit not so much rotten, more like a well aged spiced fruit symphony, very nice, . My wife and I have been happily married for 16 years, "no my hair is not grey yet, we're still fit & young 39 me, 47 her with 5 children, , . Getting back to why I had to spray it on and say to her come on you know you want to run after me and chase me past the hot tub and pin me till I am in a wheelchair stairing off into space! I like to give a thing a fair shake before I pass judgment on it . This is after all only a scent. So I did, and what I found was there were 4 we really liked. We disliked the others. Orion was her favorite, Clix mine. Keep In Mind that she is from Central Mex. And I am From Corpus Christi,TX."SELENA FOREVER!!!". But we found Clix & Orion Great!, Phoenix & Vice Great! Forget the rest, but that's just us. I use many other more expensive brands as well as her, but this is our take on AXE. Funny ad's....Don't read too much into the fun, the're not evil anty anyone products.
Give'em a try..
We Did........