Axe Billboard Tries To Dismount Old Spice's "I'm On A Horse"

Gag-inducing man-spray Axe is fighting back at Old Spice’s recent buzzed about, equestrian-themed campaign with this billboard that says “Axe is for men who’d rather be with a woman than on a horse.”

Does this mean if I spray Axe and Old Spice on I can ride a horse with a woman? Or perhaps a centauride?


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  1. ihatephonecompanies says:

    I didn’t realize that axe was a de-odorant

  2. Duckula22 says:

    But my horse is amazing.

  3. goldgecko4 says:

    I read that as “Axe is for men who’d rather be ON a woman than on a horse.”, and thought “Wow, way to work blue, Axe”. This version isn’t half as entertaining.

  4. Thyme for an edit button says:

    Old Spice ads are quirky and amusibgly flirty. This one is sleazy. Doesn’t make me want to buy it for the bf.

    • Thyme for an edit button says:

      Make that amusingly… I really suck at typing on a virtual keyboard.

    • pecan 3.14159265 says:

      One of the things Old Spice understood was that women are important to the demographic. It’s a men’s product, but guess who does most of the grocery shopping? Probably women. And if you offend women and objectify them, guess who is going to rethink buying your product? We bought Old Spice products before these ads and now we’re definitely brand loyal. Old Spice didn’t treat women like pieces of meat to be chased.

      • Megladon says:

        True, but if I use something, and I like it, my wife is going to buy it for me until we find something better, not that we often look for better when we find something we like.

      • Saites says:

        Which is funny, since the Old Spice campaign objectifies men.

        • levelone says:

          It’s funny you say that. When men get objectified, consider how they’re portrayed and perceived. They are not meant to draw the female gaze in the same way women in ads are meant to draw the male gaze. Men in ads are meant to be strong, attractive but in an aloof, masculine way that keeps women in their place. How often do you see shirtless male models from the back or side, or with their arms crossed and stern expressions on their faces? The body language is completely different. Women in ads are posed so that they’re inviting and open, that their bodies hide nothing their expressions are coy, seductive or simpering. Think about it.

      • Griking says:

        Um, my wife may do the shopping some of the time but she’d never buy me a different brand of deodorant just because she didn’t like my brand’s advertisements. Just like I wouldn’t consider buying her a different brand shampoo or soap. She may consider and ask me because of price differences but never because of an ad.

        • pecan 3.14159265 says:

          In the case of Axe, I find the commercials to be sleazy and degrading. Why should I give my money to a brand that promotes an image of women I disagree with? Commercials are meant to get people to buy the product. If the commercials reflect negatively on the product, why should I still buy the product?

    • Powerlurker says:

      Coincidentally, your description of Axe would also apply to most of its users.

    • galm666 says:

      AXE = Douchebag spray. When I was in college in 2000, every guy in my dorm had that crap. Each guy that had it also read Maxim. Who also wore A&F. I’m pretty sure the same thing can said for AXE users today. I’m glad I got the hell out of the dorms when I did.

      I was glad people couldn’t smell me from a mile away.

  5. danmac says:

    Would have been better if the sign said “on a woman.” And it would have fit better with Axe’s douchebag target demographic. Also, what a retarded ad campaign…

    • pecan 3.14159265 says:

      This reminds me…who buys Axe? Who actually likes Axe?

      • catastrophegirl chooses not to fly says:

        i know. i’m female but old spice high endurance deodorant actually works better for me. and i can stand the fragrances it comes in if i can’t find it in unscented.
        i’d much rather smell like old spice than smell like a 14 yr old boy

      • mikedt says:

        Teenage boys. According to a friend his boys used something like a can a week.

      • Disappointed says:

        Ugh…I dated a guy who used Axe. He was 33 years old, but possessed the emotional maturity of a teenager.

      • kobresia says:

        “Bros” like it. As in the type of douchebags who wind-up having to say, “Don’t tase me, bro!” because they’re engaging in some sort of douchebaggery. Axe body spray is apparently also implicated in “bro rape”.

      • Michaela says:

        Nearly ever boy 13 to 17 wears the crap. As soon as college years begin, it then turns into an effective douche detector. The “bros” who stand outside of my hall (I live with 4 sororities) always smell like it.

    • anewmachine615 says:

      AXE: The Smell of Puberty

    • RandomHookup says:

      At least they didn’t use “with” as the predominant preposition.

      • danmac says:

        Are you trying to illustrate the difference between a grammar guru and a grammar terrorist?

        • RandomHookup says:

          I believe there is a fine line between the two. One test is to measure the increase in blood pressure when the person reads the following sentence:

          “That begs the question, is there many unique solutions to helping a horse in taking it’s reign?”

  6. HoJu says:

    I use Axe at the gym and ONLY at the gym. I find thats where I’m at my stinkiest and $5 for a bottle ain’t bad.

  7. dolemite says:

    I’m betting it originally read “On” instead of “With”, but some bean counter said “that’s way too racy”. It just doesn’t work very well as-is though.

  8. ExtraCelestial says:

    Dude, Old Spice has backing from Grover and Sesame Street. No contest.

  9. stint7 says:

    Axe wishes it was as clever as Old Spice.

  10. Dragon Tiger says:

    I always thought Axe made you smell like a woman. Or rather, a female tween who’s just discovered Grandma’s perfume drawer.

  11. pecan 3.14159265 says:

    Look at emo Axe dude. Look at Isaiah Mustafa. Case closed.

  12. Rectilinear Propagation says:

    This billboard is a false dilemma.

  13. cybrczch says:

    See my horse? – look over there – now look back – my horse is now a woman – look at her toes – now at her face – she’s wearing diamonds – look at the mountains – now look at your feet – you’re standing in midair – can you fly? – no you can’t, goodbye……….

  14. ArcanaJ says:

    FAIL. The day the geniuses behind Axe figure out that there’s a bigger market share to be had by selling to women, rather than selling an impossible image of women to adolescent guys, is the day they actually get somewhere.

    Of course, even if that day arrives, Axe will still stink and Old Spice will still have Isaiah Mustafa.

    • pastthemission says:


    • Rena says:

      They’re just taking the usual “if you buy this, women will find you irresistible and become incredibly horny” message of most ads, and stating it more explicitly, just shy of literally.

    • Fight Back Against David Horowitz! says:

      Old Spice may have Mustafa, but it still stinks.

      Axe stinks, too.

      Common denominator = stink. No commercial campaign can overcome that.

      For those who wish to object that one or the other product does not stink, I can only say that I am sorry that you have burned out your olfactory organ with cheap, stinky colognes and deodorant.

  15. Hi_Hello says:

    canada’s #1 men’s deodorant… I have nothing against canada but… I like bacon better than ham…

  16. Nessiah says:

    “Spice on I can ride a horse with a woman? ” – :thumbsup:

    “Or perhaps a centauride?” – not sure if there’s a ‘smiley’ that fits my expression here.

  17. Sarahnoid says:

    But Old Spice has tickets to that thing I like.

  18. Cicadymn says:

    Boy I really hate Axe. Juvenile ads (that’s being generous) and just all around poor product

    It does however always remind me of a time in high school a few years ago. 12th grade, earth sciences or something. One of the loose girls, you know the one, always parading about and looking generally sticky and gross. Made a comment at the end of class that she smelled some Axe body spray and liked it. At at moment one of the super nerdy kids, you know the one, never talks to anyone unless he’s correcting them, not even the teachers like them. Almost jumps up, very enthusiastically claiming it was him.

    It was almost like he was expecting her to jump on and start raping him because of it. The whole class started laughing. I felt amused and very very sorry for him at the same time.

  19. cash_da_pibble says:

    An ad campaign that tries to boost its sales by attacking a popular rival campaign is the equivalent of that kid on the playground that repeats everything you say in a mocking tone just to annoy you.

  20. evnmorlo says:

    There goes their contract supplying the RCMP

  21. DanRydell says:

    “Gag-inducing man-spray Axe”

    This is what I was trying to explain in the Apple thread the other day. There will never be an article here that is devoid of all negativity, even if it is unwarranted and unrelated to the topic of the article.

    • Rectilinear Propagation says:

      There will never be an article here that is devoid of all negativity

      The short ones are. So are the morning deals and PSAs.

      • DanRydell says:

        It was a slight exaggeration. The point is that the senseless negativity isn’t just directed at companies like Apple. Consumerist editors hate all corporations simply because they’re corporations.

        • AnthonyC says:

          Axe actually does smell really bad. The set of people that like it is quite tiny. So, I fail to see that kind of “negativity” as pointless.

        • Conformist138 says:

          First, “gag-inducing man-spray” took me somewhere else entirely.

          Second: Psst! Axe! Over here! See, women can see your ads, too. It was sorta funny way back when Axe first came out, but now the constant “Our spray turns every hot chick (and ONLY hot chicks) into a crazed sex-bot” is just insulting and tacky. Yeah, sex sells, but sex (even pretty women) can be used to sell to both men and women. You can’t put out ads that women are clearly going to get sick of and ultimately be offended by, and still claim the product will attract women. It’s gotten to the point now that all a girl has to do is catch a whiff of Axe on the breeze and she’ll be reaching for her rape-whistle.

          Old Spice did it right- they got a hot guy + humor + impressive execution, and it all = awesome. Women want Isaiah Mustafa, so men want to be him. Techy and artsy types have their own field day with how the whole thing was pulled off, which gets tons of word-of-mouth and free advertising. It was genuinely humorous without being too blue or too juvenile, so everyone laughs, it’s a good time, and people associate Old Spice with awesome good times.

          Now, Axe just proved how moronic they are. If a dude wants a woman, he’s gotta smell like something a woman wants. A woman doesn’t want the guy who smells like desperation and sleaze.

          Sex sells, but it’s a fine line between sexy and trashy. The trick is just a *little* subtlety goes a long way.

          • Conformist138 says:

            How did that end up as a reply? Wasn’t supposed to be.

            Oh, interestingly, Old Spice has been a fav scent of mine since I was 12. I even sometimes spritz a little on a pillow or blanket. So, Old Spice is not only coming off as more likable, but actually would get a reaction from me that more closely matches an Axe commercial. Axe smells like chemical warfare, so that just makes me head for an exit or at least crack a window.

    • JulesNoctambule says:

      Sounds like you need to head on over to!

    • myCatCracksMeUp says:

      Maybe Consumerist will stop being negative about something about the same time you’re able to make a comment that doesn’t put down either the Consumerist or the OP/consumer/victim in a Consumerist story. I’m not holding my breath waiting for that to happen.

  22. GTB says:

    This was a bad move. Better to let the far superior advertising concept for your competitor fade quietly rather than reference it.

  23. AI says:

    Old Spice smells better, and has done so since way before it was cool.

  24. Gnort says:

    This is pretty simple: I will never purchase an Axe product because of their advertising choices. I’m even starting to shy away from Unilever products altogether, partly due to them.

    • Rectilinear Propagation says:

      I did not realize that Axe was a Unilever product until you pointed it out. The same company that owns Dove owns Axe.

      And what’s the first thing that comes up if you search for Unilever on YouTube?

      Yep, pretty much.

      • Rhizobium says:

        Thanks for posting the link to that video. Ever since I learned that Unilever makes both Axe and Dove products, I can’t take the Dove ones seriously – I keep thinking about the message girls are exposed to from the Axe ads …

        • chargernj says:

          I once had a marketing professor who also worked for Unilever during the day in their marketing research dept. She didn’t like when I pointed out how it seemed hypocritical to market Dove with it’s “Real Beauty” campaign while also marketing AXE.with misogyny.

          I didn’t stay in the MBA program past that semester.

  25. Fafaflunkie Plays His World's Smallest Violin For You says:

    I thought that read “for men who rather smell like a horse.” Because that’s what Ax makes you smell like. I’m trying to guess where exactly that billboard is–from the scenery around it, it’s near a bus platform at a Toronto subway station, but I’m stumped as to which one — and CBS Outdoor’s site is no help either in trying to figure this one out. Nonetheless, time to take another shower–the thought of Ax and their marketing campaigns make me feel dirty.

  26. Mr. Pottersquash says:

    Axe: For those who wish they could be with a woman

    Old Spice: For those who have a woman.

  27. Olivier Labbe says:

    Old Spice is still Manlier!

  28. zifnab0 says:

    What’s with the argument that Old Spice is appealing to the female demographic? Are there guys out there that really let their wife/girlfriend/S.O. buy their toiletry products for them? If so, please hand in your man card immediately.

    I have a deodorant, if my wife bought me something different, it wouldn’t get used. Because it’s not my brand.

    And to head off the cries of sexism, we split the shopping, and she’d feel the same way if I picked up something different for her.

    • RxDude says:

      When it comes to deodorant, I buy what works best for me.

      If my woman buys me a cologne that I’m not averse to and enhances her inclination to peel my clothes off, you bet your ass I’ll wear it.

    • hotcocoa says:

      Why would a guy hand in his man card for making sure his sig. other didn’t gag every time they got close?
      If my husband started using Axe I would toss that shit out immediately and get him something else. If he tried to argue that he wanted to smell like ass, he could argue all he wanted away form me. Probably in the back yard.
      (Silly) men wear crap like Axe to attract and please women, not just smell good for themselves. If a man just wanted to not stink, he could use an anti-bacterial soap or Arm & Hammer or some neutral, perfume-free soap/deodorant/spray.
      Old Spice seems to be appealing to women because it is not overwhelming and the ads are clever.

    • magnetic says:

      Women make the majority of decisions of what to buy in most households. But then again, you’re speshul.

  29. I just blue myself says:

    Ugh. Just thinking about Axe gives me a headache.

  30. joshie says:

    The Old Spice ads are clever. Axe ads are annoying and douchey (as in douchebag-esque, not Summer’s Eve not-so-fresh-feelingy)

  31. mmeetoilenoir lurktastique says:

    Invalid without Isaiah Mustafa.

  32. hotcocoa says:

    Every comment in this thread is pure genius.
    And Axe guaranteed that they will never be seen in my home (I do the shopping). I always hated their commercials, but they really crossed the line: you don’t mess with the Old Spice dude.
    *rides out of the thread on a horse*

  33. YouDidWhatNow? says:

    Axe isn’t deodorant. It’s perfume. Made by people clinically incapable of smelling anything.

  34. momtimestwo says:

    They all stink. I want my man deodorized with unscented scent.

  35. alexmmr says:

    Blech, as a woman, I’d rather smell the horse.

  36. OnePumpChump says:

    This reminds me of 50 Cent’s response to Cee-lo Green’s “Fuck you.”

    Completely not getting it.

  37. edcrowle says:

    A junior high student in a class my mother was teaching managed to puncture an axe bottle and release its entire contents unto the unsuspecting world. They closed down several classrooms with connected air supply for the remainder of the day due to nausea.

  38. Jedana says:

    But Axe, well, reeks.
    and the guy on the horse is hot.
    Just sayin’

  39. kaleberg says:

    This reminds me of the old Camel cigarette ad: “Nine out of ten doctors prefer Camels”. Mad Magazine added: “The other would rather date a girl.”

  40. Cantras says:

    *sniffles* I… actually wear axe. I happen to like the smell of phoenix (coincidentally, the one on that billboard) and after a day of lugging groceries and bags from my car to the dorm, trekking back (Why didn’t I park near the dorm and move the car when I was done? Because I was stupid, is why) and not smelling like a gym sock, I was rather impressed.

    Of course the advertising is horrendous and a lot of the other smells are downright gag-inducing. I can’t deny that. If I find something that smells as good, i’ll switch…. in 2012 or whenever I run out of what I have (I misplaced an almost full stick and replaced it, then found it again)

  41. OnePumpChump says:

    In basic training, everyone used Axe.

    Yeah, they used it for removing boot scuffs from the floor.

  42. DrLumen says:

    I hate axe too and I think these ads are a cheap shot.

    I will give them props for the caveman commercial though. It was pretty funny; not that we would buy it based on the ads but the ads were good. Come to think of it, the tar and buffalo probably smelled better.

  43. haggis for the soul says:

    Good luck with that, Axe. “For the man who’d rather be with a woman without a nose”, I’m guessing. No woman I know would get near a guy wearing that stinky crap.

  44. djshinyo says:

    Dunno about this whole Axe/Old Spice nonsense, but I’ma go watch me some CBS!

  45. brianisthegreatest says:

    I’d be embarrassed for a girl to know I was wearing axe body spray. I don’t want to smell like cheap.

  46. dush says:

    I think it means: Use Axe and attract female horses.

  47. CookiePuss says:

    “Does this mean if I spray Axe and Old Spice on I can ride a horse with a woman?”

    No, but according to Axe mentality, you can ride a woman while on a horse.