VOTE: Is this the most sexist ad you've ever seen?

By David Blight | 25 October 2013

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.

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus