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LGBT News Lynx (Axe) advertising featuring trans and gay men

Discussion in 'Current Events, World News, & LGBT News' started by 741852963, Jul 13, 2016.

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  1. 741852963

    741852963
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    For years Lynx (or Axe if your American) adverts (or commercials) have been big on representing an ideal heterosexual lifestyle (often coupled with objectification of women which can be seen as misogyny).

    In the last couple of years it appears the marketing team have done a U-Turn. We've had an ad featuring a gay kiss, a brilliant ad featuring a wider picture of men (including ball scene dancers), and now there is a web-series discussing points on masculinity which is surprisingly refreshing:

    [YOUTUBE]Z4gDwYtYeac[/YOUTUBE]
     
    #1 741852963, Jul 13, 2016
  2. Daydreamer1

    Daydreamer1
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    That's so cool :grin:
     
    #2 Daydreamer1, Jul 13, 2016
  3. iiimee

    iiimee
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    I don't understand why everyone hates Axe. As long as you don't use a ton, you should smell decent. Now, it's not the BEST scent out there, but it's decent.
     
    #3 iiimee, Jul 13, 2016
  4. kibou97

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    People tend to hate it because, just like with other situations, those who use an overload of it can ruin it for others. Aside from that, it's nice seeing them do more diverse and inclusive ads.
     
    #4 kibou97, Jul 13, 2016
  5. Canterpiece

    Canterpiece
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    I just hate Lynx in general because it tends to set off my asthma, (especially if it's a heavy scent or they spray loads of it) and there's always that one person who sprays it everywhere and it's not great when I have to stay in that room for whatever reason. Impulse is probably worse though in terms of sprays, I had quite a serious asthma attack in the past because of that stuff- so I tend to have a negative view on aerosols in general. Some I'm fine with, but I prefer not to take my chances.

    Anyways... it's good that they are including gay and trans men. Stupid asthma. :dry:
     
    #5 Canterpiece, Jul 13, 2016
    Last edited: Jul 13, 2016
  6. 741852963

    741852963
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    I think for most its the association with school changing (locker) rooms, where it is often used in abundance by pubescent teens in place of showering. Its the memory of being choked by the stuff.

    I think a lot of the fragrances are pretty noxious and samey (generic strong men's aftershave smell), however some are fairly subtle.
     
    #6 741852963, Jul 13, 2016
  7. Canterpiece

    Canterpiece
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    Yep, aerosols in general bring up the memories for me of getting changed for PE and choking, struggling to breathe whilst opening and closing zips on my school bag trying to get to my inhaler frantically. This was especially bad after we would come in from exercise and then everyone would start spraying and I remember getting to the point where I was almost lying on the floor and I had to be dragged to the school's office by a friend. I'd imagine having your insides wrapped around by a giant snake would feel similar to how I felt that day.

    *Shudder*

    Secondary school, I don't miss it one bit. :dry:

    Anyway, I'll stop hijacking this thread now. :icon_redf
     
    #7 Canterpiece, Jul 13, 2016
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  8. Reciprocal

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    Like others, I'm not a big fan of aerosols but this is a cool advert. I like how it shows different points of view on masculinity and what it means for men of all walks of life, instead of the narrow view that we are used to seeing.
     
    #8 Reciprocal, Jul 14, 2016
  9. Kasey

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    You've never breathed in a cloud of it have you?

    Still, this is an odd turn of events.
     
    #9 Kasey, Jul 14, 2016
  10. BrookeVL

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    You guys do realize body spray isn't their only product right? I'm quite fond of the White Label Night. I only use the body wash and antiperspirant though....I tend to avoid the sprays.

    That's a cool commercial though.
     
    #10 BrookeVL, Jul 14, 2016
  11. RainDreamer

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    Lynx is a more classy, less sexist version of Axe, from what their commercial looks like.
     
    #11 RainDreamer, Jul 14, 2016
  12. Matto_Corvo

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    Love alp their White Labels. Currently using Air
     
    #12 Matto_Corvo, Jul 14, 2016
  13. Canterpiece

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    I didn't actually know that, I've only heard about their sprays- and smelt them on others. Still, I'm not really sure why I'm on this thread anyway, as I don't tend to use body products aimed at men- although I think they do alternative sprays and other products for women these days? :shrug:

    Well, time to go back under the rock I was under. :grin:
     
    #13 Canterpiece, Jul 14, 2016
    Last edited: Jul 14, 2016
  14. HM03

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    Can someone please link it?
     
    #14 HM03, Jul 14, 2016
  15. Nordland

    Nordland
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    Lynx is axe, the brand name axe was already taken in the UK.
     
    #15 Nordland, Jul 14, 2016
  16. AlamoCity

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    Good for Lynx/Axe.

    On the whole, Lynx/Axe doesn't smell that bad in and of themselves, but when combined with male teen sweat/body odor, it makes a toxic combination. Bleach doesn't smell bad; ammonia isn't too bad either; mix them and they will KILL you. Same concept.

    Guys just smell differently (than girls) and maybe Axe on sweaty girls isn't as toxic. Who knows.
     
    #16 AlamoCity, Jul 14, 2016
  17. 741852963

    741852963
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    As Awkward pointed out, Lynx and Axe are the same product/same company, just with different marketing names either due to countries copyright, or the popular belief that Americans don't know what Lynxes are (as I believe they call them "bobcats")? Its like Lays/Walkers.

    Mind you I don't think Bobcat would be any weirder a name for a deodorant than Axe, no idea where that comes from. Were they copying Wilkinson Sword with the sharp weapon theme?
     
    #17 741852963, Jul 14, 2016
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  18. Kira

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    You mean Lynx it?

    ...I'm terrible.
    Seems I was ninja'd.
     
    #18 Kira, Jul 14, 2016
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  19. Spartan 117

    Spartan 117
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    I saw this ad at the cinema recently and was actually really impressed by it's message of celebrating diversity. Lynx has always had a macho teenage boy association in the past, so this is a nice change of image at least.
     
    #19 Spartan 117, Jul 14, 2016
  20. 741852963

    741852963
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    Agreed, I'd go as far as to say its the single most diverse advert that I've ever seen.

    Masculine, feminine, gay, straight, able bodied, disabled, black, white, ginger, blonde, brunette, snappy dressers, casual dressers, beardy blokes, hairless blokes, traditional models, non-traditional models - all in one advert.

    And it is done how diversity should be done: organically and naturally. Not an obvious "Here's a white guy, now look here's a token black guy to show we are balanced...", but instead just "look at all these cool men". Its well shot too.

    Hell, even the brief few seconds with the gay couple (0:26) is a better representation of gay people than we see on most TV and film year round! Two strangers flirting over a common interest - it happens in real life, yet how often do we see this represented in the media for gay couples? Gay people are shown as typically single or in ready-established suburbanite sexless relationships (see Modern Family).

    So whilst I'm not a fan of the product, the advertising is most definitely "aspirational" in that its showing a 1001 ways to be a man, all the fun options available and diversity out there. Lovely.
     
    #20 741852963, Jul 14, 2016
    Last edited: Jul 14, 2016
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