Bascule Inc, Tokyo creates an Axe website for every peeping Tom, Dick and Harry
August 15 2012, 11:04 am | | 24 Comments
Here’s one for the boys! Have you ever bent down in front of a TV trying to peek from underneath? Or wanted to? This new Axe Dry website from Bascule Inc, Japan turns on your PC webcam and uses a revolutionary multi-angle system or “Hot Angle”.
24 Comments
…when I tried it, only Dick wanted to peep. Tom and Harry weren’t up for it.
This is the most insulting and pervy AXE idea ever.
And off brand.
AXE is supposed to make men irresistible to women..a sense of empowerment and confidence i suppose.
This idea turns men into leering desperate creeps…the opposite of empowerment and confidence.
Even AXE’s playful and funny take on girl-chase-boy has been ignored.
There’s nothing charming about men peeking up women’s bottoms.
Maybe in Japan this is not creepy. Everywhere else, it is. Very.
Just when the brand is showing its more intelligent side with the new Keifer Sutherland ad, these guys turn it into a 12 year old’s wank fantasy. Perhaps they are confusing a technique with a relevant idea.
Ewww.
Bit of fun everyone. Have a laugh and relax.
‘Bit of fun. Have a laugh and relax’
Same thing frat boys tell the girl after a date rape.
You are all females and planners.
This is fun. And a good insight.
Only in Japan.
Every male I’ve worked with from there has been a card-carrying pervert, so it would go down well there. But for the rest of the world, (as someone’s already pointed out), it’s off-brand for being completely devoid of wit and charm. LynxJet was funny and tongue-in-cheek, this is just tongue hanging out.
What’s the brand pull, as anyone in Japan can get these, um “sites” already? A webcam peepshow does not a brand idea make, but you can bet this will get a huge number of hits. But then, so do pr0n sites…
The only way this ‘idea’ can be ‘ On brand’ is if the copy says:
‘ Ok, you dirty boy, now go wash up with AXE!.’
Anyone care to translate what the jap copy actually says?
All these fuckin mormons here with their bullshit….you tellin me girls don’t perv out on men…they just do it discreetly and talk about it only among themselves. BTW that second pic is great.
What did we do to get dragged into this?
Exactly, 4.05pm.
And “fuckin’ mormons?” Not until we see a valid marriage certificate, please.
50 shades,
I haven’t seen a bigger pile of non-sequitors since I stumbled on a Creationist thread.
We’re Mormons because we think an ad is in bad taste? And what the heck does your ‘point’ about women perving at guys have to do with anything? It’s certainly nothing to do with this ad.
Maybe this ad goes down well in a country where its okay to show a woman being crapped on as long as you pixelate the genitals, but everywhere else it is creepy. Looking at girls is fine.Trying to look up their skirts is creepy, and possibly criminal.
And btw, the answer to the question about ‘have I ever tried to peek at my TV from above or below?’ is no. That would be moronic.
Well, this uhh..ad…as you call it….isn’t for squeaky clean singapore. I cant imagine any client knows their audience better than Unilever. This will move shitloads of product.
Calling an ad out for bad taste doesn’t make you a mormon. Holding your own prejudiced views on moral behaviour does.
But all told, we must (as mormons and non mormons) raise a call of prayer to the good lord that they didn’t try to write a horrendous rap song asking the japanese to make babies.
Well, I kinda liked it in a base and carnal sort of way. But only when I started to overthing it did it start going a bit pearshaped.
For instance Axe ads always tell me that guys wearing Axe live in perpetual fear of women stalking and raping them. So why would an Axe user need to peek up a chick’s skirt?
Also very wary of apps that tale control of my webcam as you never know how my dumb drooling face is gonna look once they use the footage to cut a followup tvc or something. Best viewed wearing a batman mask, which I did.
I’m as non-judgmental as the next liberal, atheist, recreational drug-using, bi-sexual, unfaithful, porn watching, masturbator.
But it is actually okay to be judgmental of sexual assault and harassment. Courts do it all the time.
Mind you, I am willing to admit I may be wrong. Tell you what; you try this behaviour at your place of work and let us know how a) the victims, b) the HR dept, and c) the legal dept feel about this bit of fun.
And just to quickly deal with another obvious non-sequitur which you seem to mistake for an argument, the fact that Singapore does crap advertising does not make this crap advertising any better.
In the meantime I look forward to seeing if the agency will steer this brand towards Lynx flavoured schoolgirl panty vending machines. That might move shitloads of product too.
Actually, this isn’t about viewing something tainted by your own moral prejudices, it’s just pointing out that this is off for the brand (and trust me, in some parts of the world Unilever are still total knuckle-draggers.)
Someone nailed it in the second post, quote: “AXE is supposed to make men irresistible to women…a sense of empowerment and confidence i suppose.
This idea turns men into leering, desperate creeps…the opposite of empowerment and confidence.”
There’s nothing wrong with tits & ass, after all Axe “Billions” had, er, billions x 2 tits, logically, but the difference is that when it’s tongue in cheek (as most Axe ads are), then even women can laugh along.
This just reduces the Axe man to a desperate schoolboy. Let’s hope he’s picked up some Axe-flavoured schoolgirl panties from the vending machine before he starts his ogle session.
There has been no sexual assault or harrasment performed here so let’s ease up…guys read FHM magazine too….does that make them leery creeps too?
It seems like a lot of bitterness is creeping into this thread…quite possibly from the agency that thought it would have done a better job. But didn’t get the brief…which I am sure was to do somethiing out of the box for the brand
First of all, this work is just meant to be dumb schoolboy antics and not over analyzed too much….all men are interested in the female form and to know what’s underneath…anyone who isnt is probably gay or seriously repressed.
This is a just a safe way to indulge those fantasies without being arrested.
Axe is an inherently edgy brand and I’d be disappointed if they kept on doing the same old “girls lust after men who wear Axe” thing.
This will get a Lion of some sort next year…because it ticks all the boxes of good digital…it leverages online technology and consumer insight in a way that hasn’t been done.
No, AXE can and does evolve their brand idea while staying true to the brand. Check out the latest work from BBH NY .(A network I don’t work for, BTW.) Smart strategy, depth of thinking (that actually was a “consumer insight”), interesting creative.
This, on the other hand, is a webcam peepshow that tilts. “Inherently edgy”? Nyuk, nyuk, yawn.
Bloody hell…when will you moron planners get it? The title clearly says “a website for every peeping tom and harry”. This is an intentional idea… not some mistake by the brand that you have brilliantly spotted.
Different countries often have to pursue different strategies for the same brand because every brilliant bbh strategy doesnt work everywhere. The traditional Axe gives men the edge in the mating game strategy does not work in Japan, because of the reserved nature of the men there. So Axe had to do something different. And since private perving is a big thing with these guys, this was one way to go.
Is any of this sinking in? This creative is not meant for you and the kind of consumers you are trying to reach in your market. It is not for you morally upright masses…its not trying to make you happy….its trying to sell stuff to a horny but slightly repressed/weird male in Japan. And it succeeds brilliantly on making that connection with this type of consumer.
OK, you win. Pass the panties, please, I’m dying for a sniff.
You got it… we are currentl;y running a 50% ‘power’ promotion on soiled undergarments…would you like the Madeline Albright or the Hillary Clinton?
Albright, thanks.
I tend to avoid any stained items of clothing from the Clinton household. It’s just not worth all those jury hearings later.
Albright eh? A typically safe planner’s choice, I see.