×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Another High Point for the Axe Brand

Kids Setting Themselves on Fire

By Published on .

It's no wonder Unilever had to create Dove for Men. Certainly no self-respecting adult man would buy Axe, especially after it became so ubiquitous among school-age boys that certain school districts threatened to outlaw it as teachers had to wear gas-masks to class! And now, in another bit of not-quite-news-but-we're-going-to-scare-parents-anyway, we have a piece showing the "trend" of young boys spraying themselves with Axe and setting themselves on fire. As a journalist, I shake my head at this "news" piece. As a former boy, myself, I say, "TOTALLY AWESOME." As the folks at The Awl point out, even before Axe and YouTube were invented sixth-grade boys liked to play with fire and alcohol. Heck, I learned the trick from an adult!
Most Popular