Remember that ridiculous case of the father offering any man who could marry his daughter–a lesbian who was already married–$65 million? Well, Unilever, the makers of Lynx (known as Axe here in the U.S.), decided it was an excellent marketing opportunity!
On the Lynx Effect Hong Kong Facebook wall, an ad was posted telling men to “unleash the Lynx effect and claim your award from Cecil.” ”Cecil” being Cecil Chao, the aforementioned shitty father who thought it was somehow rational to want to change your daughter so much, you should offer an incredulous sum of money to any man who could do it. Of course, his daughter and her wife opted to stick together, but it was nevertheless a news story so absurd, its sadness was less noticeable. And yet, Unilever felt it was a good jumping off point for their campaign.
Now, Axe is certainly not known for its intelligent advertising, but it goes a little far to imply that using it will somehow alter a person’s sexuality. Sure, it could be seen as simple hyperbole–your _____ is so _____ that he or she yadda yadda yaddas and whatnot–but it’s still a reflection of how many people view others’ sexual orientations: as a choice.
By posting this as part of an ad campaign, even if it’s just a simple attempt to go viral, it still progresses those points of view. It still encourages men to think that if they’re attractive enough and wear body spray that smells of Fraternity House with Broceanic notes, women who are simply not attracted to men will suddenly be attracted to them… or, at the very least, have a threesome with them.
Spoiler alert: it’s not gonna happen, guyz.