Media Log #12: The Axe Detailer

     Even though this commercial is old, it's just super memorable, probably the top memorable commercials on my list. They used many techniques and such in it that I haven't realized about a year or two ago! Now that I'm more aware of them, I can see why I was so attracted to this commercial and why it was so memorable.
   
 Their whole commercial is about a renowned tennis star demonstrating what the Axe detailer can do to a unique group of people ranging from many ages and colors. That way, it appeals to a larger group. The target audience is both guys and females in this commercial. Females because of the "no one wants to play with dirty balls" and they're the ones who usually buy soap for their men, and men because it's a men's product in general. They have a female demonstrating it because you know, just imagine a guy doing it instead. How much of a turn off would that be? Also, why use a renowned tennis star to play this part and not any other famous person? Men like to watch women's tennis for many obscure reasons. She does do a great job on her part however. It's that testimonial technique used. Other techniques used were like avant garde because Monica is showcasing this "new" product. The way the advertise it makes it look like foreign object. It kind of mimics Steve Jobs too, the way they're amazed by such a thing. It also uses plain folks because the hosts and the audience are wearing average inexpensive clothing. The obvious technique used is wit and humor which is one of the reasons its so memorable! There are many stereotypes stuck in which I don't wish to elaborate on because of the risk of offending someone even though no one would take it seriously in the first place.
   
 This commercial uses the need to satisfy psychological needs like being hygienic and clean. There is a need to achieve in a sense that you're using a crazy clean to dominate the dirtiness of your balls. Maybe even a need for affiliation because "no one wants to play with dirty balls."

Notice how this commercial doesn't mention the initial balls that the detailer is made for. It adds to the simple wit and humor. Because they formatted like so, they're implying that teenagers and young adults are the majority of the audience. Mature oldish people would probably be like, "What's going on? Axe is selling sports cleaning products?" They've touched so much on its capabilities which actually is more effective than not touching it at all. I tend to fall for commercials stating their reason or what they have to offer. That's why I like it more!