Analysis of Axe Body Spray Commercial "Hot Putt"

During the 2012 Olympics in London, Axe Body Spray released a commercial with an Olympic theme called “Hot Putt”. The commercial opens up with a tight shot of a ball placed on a pedestal while a woman is in the background walking towards it. In the shot the abdomen of the woman and her rose-colored red spandex shorts are seen only. The music in the background is very slow and dramatic. As the woman is walking towards the ball the camera lens is focused on her body for the shot until her hand touches the ball. After the woman picks up the ball there is continuity and the angle of the shot changes to a top view over her right shoulder. In this frame she is seen wearing a light bluish purple sports bra and the view of her breasts are accentuated in the shot. As she brings the ball in a position behind her right ear the viewer can see the woman’s long brown hair in a ponytail.

Just as she stops the ball behind her ear the camera angle changes to a close up shot and the audience can finally see the face of the woman. She is attractive, wearing lip gloss, and breathing with her lips parted slightly. Next she is seen twisting her body as if to stretch or gain momentum before throwing the ball. As she does this the lighting is directly on her and the camera tilts down slowly starting from her breasts and down to her abdomen. Then the camera switches to an extreme close up of just her shorts and following with an extreme close up of her breasts again. Next the camera changes angles as the woman bends over and gets into a stance. She exhales heavily then shot putts the ball up into the air while the ball is seen traveling up towards a building.

In an establishing shot a shirtless young man and a cat are seen behind a large glass window....

... middle of paper ...

...ppening the super ego of the male is trying to take over by revealing that this case is unusual. Most of the times however the ego gives into the id and allows purchase of the product because of the need to achieve the dream.

Axe’s “Hot Putt” commercial promotes their body spray in a way that is targeted directly at the dreams and fantasies of men. With the various sexual symbols and provocative portrayal of a woman, the commercial affects the unconscious in a way that favors the product. As the commercial is being watched the parts of the personality are at work processing the information. By the end of the commercial the sexual and aggressive drives of the male audience wants to be fulfilled and the body spray seems like the only solution. The slogan of the advertisement suits the commercial well as the male unconscious is certainly influenced by “The Axe Effect”.