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Two days ago, as I was reading the free newspaper on my morning commute I spotted a letter to the editor signed by "a grumpy old man" where he complained about the "sexual harassment toward men rampant in todays advertising" and more specifically the latest "Bom Chicka Wah Wah" Axe advertisements running on TV. "If I wear that scent women will rip my clothes off, no thank you I do not want such unwanted sexual attention from strangers" whined the old man and I smiled all the way to work thinking that the letter was placed by some clever Axe PR guru, designed to get a response much like trolls fish for naive people in forums. Yes, I'm cynical - and sure enough the next day there was a witty response from a woman telling the grumpy old man that the solution was quite easy, simply don't wear Axe, and donating him a penny for which he could buy himself a sense of humor. And so the letters page was sprinkled with Axe brand mentions two days in a row.
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"Basically, the spots were probably 98% performance based, and I'd say some of the funniest parts end up being written on the spot. We must have had 100 callbacks in NY, LA, and Sao Paolo looking for the right girls who knew how to sing it right (and axe call backs are always fun, so the more the merrier!)."
