Unilever’s New Billboard For Axe Deodorant Shows Poor Judgment

This billboard for Axe deodorant recently appeared in Canada as a response to Old Spice’s wildly popular “I’m a man” commercials.  I wouldn’t call the billboard offensive, but as a gay man, it is certainly off-putting.  While I don’t know any gay men who would actually wear the foul-smelling fragrance, Axe has definitely excluded a segment of its target population with this creative.  For what it’s worth, Axe is manufactured by Unilever, which scores a 100 on HRC’s Corporate Equality Index.

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