Following in the grand tradition established by Hostess Fruit Pies, the men’s cologne Axe is pushing its product with a comic. Like Twinkie the Kid, the women in the comic are personified versions of the product — in this case, “experimental fragrances,” that cause all kinds of trouble when they are both let loose at the same time. Because OMG, two women always means trouble! Or maybe a good catfight!
Someone at Axe Headquarters must have been reading about this “social media” thing in The New York Times, because that’s going to be a part of the comic, too — fans will be allowed to
make essentially meaningless choices shape the action via Facebook, Twitter and YouTube. I suppose it’s pointless to complain about sexism in a comic created by the people who make Axe cologne, but the video is a textbook case: All the women are super-sexy, with body parts sticking out all over, while the guys all look like ordinary schlubs. Maybe I’ll go on Facebook and suggest they add in some beefcake.