This is disgusting.
One, Axe is justifying the hyper sexualization of women within the media through a charity. It’s sort of a “get out of jail free card” because they can counter the claims of being a purely for profit company that just happens to demean the portrayal of women by supporting charity.
The ridiculousness of college life is exemplified in this. Everyone has an ideal body unless there’s a shot specifically on the “joke” character. I.E. the skinny guy trying to be sexy and the fat guy trying to be sexy. The women are assumed to be sexy and are not meant to be funny. They are merely there for eye candy.
The slowed down shots are disturbing removing the aim of the effort from charity to the continuation of the demeaning of women and their gender. The men are dressed up in greek/trojan uniforms covering lots of their body and representing power and strength while the women are only in their socks, underwear, and bras.
The representation of race is also highly disturbing. The eurocentricity of the advertisement allows for the ideal college student to be white, sexy, of ideal body shape, and wild/sexual. I counted (quickly and without rewatching) probably 5 black people male or female in the advertisement with roughly the same amount of asian. Compared to the dozens of white people running on the campus and “donating” their clothes (i.e. donating their body for objectification), the representation of race is incredibly skewed.
Anyway, those are just some thoughts on how Axe is continuing to hypersexualize and demean women while creating a portrayal of middle-class, white, college-student, in-shape, and wild people as the norm.
And yes, I saw this advertisement while waiting to play Scrabble on Pogo… that’s how upset it made me; it ruined my Scrabble experience.