Axe Excite – TV Ad take-down order issued in SA!

So the Advertising Standards Authority (ASA) of South Africa has ordered a take down of the Axe Fallen Angels TV ad, due to a customer complaint.

Axe have issued the following statement:

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.

The offensive video can be found here:

I actually like the ad and disagree with the ruling to have the ad removed from TV. There’s a petition up on AXE’s Facebook page, go have your say.


Dee Chetty is a South Africa- and India-educated web junkie. Focusing on strategy and new developments, Dee finds himself pushing the limits of innovation with his ideas. Dee loves open-source, mobile technologies and location-driven applications. He is an Apple fanboy & a die-hard Audi fan.

1 Response

  1. Tony says:

    Getting banned was the best thing for them – now people are talking and liking them on Facebook. Win for Axe! Oh, and their Angels are HOT

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