March 2004 - Ad Campaign for AXE, Latin-America

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Anyone who has visited Latin-America will be able to confirm that the advertising culture here is quite different from that in Europe or the United States. Feminism never really happened here, and the macho-culture is apparent all over the place. Still advertisers sell cars, motorcycles, beer, liquor and even men's shoes with a photo of a girl in a bikini. Nobody here really dares to question this sales technique, let alone ridicule it.
That's why the new ad campaign for AXE deodorant is causing quite a stir here. Photos of some typical male fantasies - extremely voluptuous women dressed up as nurses, stewardesses, etcetera, photographed as dolls in a toy store. With the header: 'Would you like to play with me?' The buyer of the deodorant then finds a leaflet with the girl in bikini and cut-out clothes to dress her up.

 

Best,

Niels

 

www.niels.com

Other Photos of the Month:
PHOTO OF THE MONTH SITE

 

 

The 'photo of the month' is not meant as something pretentious, it is not even chosen by any jury. It could be an advertising photo I did, or a photo for a magazine or record cover. Something telling you of a journey I made or the city I'm in. Or a snapshot of my girlfriend. The only criterium it has to meet is that it was made in the last month. And that I believe it is worth bothering you with...
I am very sorry for the not-very-personal tone and character of this mail - you may or may not remember me, we might have met in some sleazy bar in some part of the earth and exchanged emails, we might be colleagues or best friends, or just share an interest in photography. We might have worked or even lived together in the past.
Of course, if you would not like to receive any more mails just let me know and I will remove you from the list.
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Thanks for your time and hope you are well!