Lynx/Axe ads have never been too bothered about political correctness. Sex sells, as the adage goes. Liberally apply manstink masking agent and get hot girls is the central thrust of its creative. But this one goes a bit further. The question is, where is the brand going with this? Maybe it's a cultural thing. Latinas, hot blooded, fiery, passionate etc. Maybe.
The ad, currently airing in Argentina and created by the brilliantly named Ponce, in Buenos Aires, moves beyond the usual sexual fantasy and instead depicts ladies as psychopaths, one minute throwing high heels into men's heads and smashing them in the face with a frying pan, the next, pawing at them suggestively.
Potentially the most sexist ad Lynx/Axe has ever made? Or just some harmless fun that'll get the Argentinian punters stocking up on deoderant? Either way, Argentina's ASB probably has more on its hand than our local counterpart.
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