When Axe first came up with its deodorant ads showing wimpy, loser types suddenly becoming the centre of attraction to hot, sexy women, I was appalled at the blatant objectification of women.
I also laughed out loud, because the ads were indeed quite funny.
Presumably a lot of others did as well, because suddenly it seems like we are on a deluge. One day there is Neil Nitin Mukesh walking down the street, with pretty young things flinging themselves at him. The next day there are billboards of a siren clad in what can only be called a minimalistic saree advertising a men’s deo.
Looking at all these ads, one may easily reach the conclusion that deodorants are magic potions, the application of which will lead to the Ladeez being attracted to the user like steel filings to a magnet.
The truth, as we of course know, is that deodorants are merely personal hygiene products that men use (or atleast need to use) to stop smelling like a bunch of old socks. The Ladeez may not appear, but atleast the rest of the world will not disappear.
So Axe got it first and got it right. But really, can the rest of you read the above explanation on what deos are meant for and come up with some sensible ads?
Sure, some products need the hot models.
SUVs for example. You can't very well say 'buy this, you enivronmentally-unfriendly jerk with loads of money'. Instead perhaps 'buy this, you environmentally-unfriendly jerk with loads of money and the possibility that someone may look at your car and hopefully you'.
Deodarants need them as much as anti fungal creams (oh look, no itchy red scratch marks on any of the three chins beneath my bald head. Bring on the PYTs)
Can all the creative people who design the Amul ads lend a hand here?