I have long said that Axe body spray ads are a proponent for the date rape drug. Many people told me I'd gone to far, but according to the latest Axe ad it's clear that at least the advertisers creating the ads agree with me. In their latest commercial women are 'warned' that the new holder for Axe containers makes them less visible and can strike women at any time, making them unable to resist the aroma and whomever it's covering.

In their previous "show them the way" ads, men would spray Axe wherever they wanted women to follow, usually ending with themselves. In these ads, advertisers presented the product as a chemical spray that men could use to mentally stun women into mindlessly ripping off their clothes and following the mist into a water fountain, a mud puddle or a frat house. And now Axe is warning women and telling men to warn their sisters and daughters because of the drug-like effect the spray will have on them.

Now, I don't think every fifteen-year-old boy who actually buys into the girl-luring promise of Axe is going to start using the date rape drug. Just as boys who play violent video games don't grow up to steal cars and kill prostitutes, at least not all of them. But it has been proven that violent games do lead kids to become more violent. And by promoting the 'it's okay to trick her into sleeping with me mentality,' it is making it socially acceptible for men to have a sense of entitlement to women's bodies. And furthering the already prominent woman=object mentality. They're warning women in this ad, but the product that's positioned to be 'dangerous' to women is being targeted for sale to men.