I don’t know if you have heard about the banned AXE that was recently removed from TV after the ASA passed a ruling upholding a consumer complaint against the Ad. I am quite bummed cause the ad is awesome, who doesn’t like seeing mooiness on TV but I guess you just can’t please everyone… If you haven’t seen it yet (The one with the Angels falling from heaven), then have a look here:
Axe have gone as far as to do a written apology to all their loyal customers and this is also where they need OUR help… Check this out:
AXE Apology For “Fallen Angels” Advert
On the 26th October, the Advertising Standards Authority (ASA) passed a ruling upholding a consumer complaint against our latest TV advert and ordered the commercial pulled from the air. The advert, showing Angels succumbing to the seductive smell of our new fragrance, AXE Excite, and falling to earth to pursue the great smelling AXE Man, was part of a global campaign and has been received with great enthusiasm around the world. The Angels have made quite an impact in South Africa, and popular news, content and social media portals were quick to report on the ruling.
AXE South Africa respects the ASA’s decision and apologises to any consumers who may have been offended by the advert. That was never our intention. The advert has been duly removed from mass broadcast and we have resorted to showcasing some international versions of the advert on our private brand channels, including www.facebook.com/axesouthafrica, where consumers opt-in for the type of tongue-in-cheek, sexy and sometimes edgy content AXE is known for.
As a show of good faith to those concerned, we have also made sure the seriousness of the matter is understood by our Angels, who will from now on try their very best to resist the seductive powers of The AXE Effect. To those AXE Men who have used, and who are continuing to use AXE Excite in the hope of seducing Angels, please note – whilst there is no individual danger of disciplinary action from the ASA, the Angels have been known to come in at quite a speed, and the use of AXE Excite is completely at your own risk.
Due to the incredible amount of support we have received in the press and through social media, we have invited everyone to have their say on our Facebook page. So what do you think? Would you like the Angels to keep falling? Let us know.
And don’t worry, the Angels are still permitted to host their Cloud 9 party on December 3rd, so if you haven’t already entered our competition for exclusive VIP tickets, then make sure you go to www.facebook.com/AxeSouthAfrica to enter.
We love mooiness and things like this should NEVER happen… SAVE the Angels & KEEP YOUR EYES ON MCBN for more information about the Cloud 9 coming up in December. We will have all the news & informations you need to know.