Where do I start. Well, first, at least within the norms of Lehigh, boys love video games. If there's anything college has taught me is that to boys, video games like Call of Duty and Halo are right up there with girls and beer. I remember when Call of Duty 2 came out, I didn't see my best guy friends for over a week. They just sat in their rooms and played for hours and hours and hours. Perhaps boys love video games because they get to escape into a world where they are invincible. They are strong, muscular men with weapons and no matter how many times they mess up in the process, they always win in the end. And another thing I learned about men: men love to win. So I can see why Axe chose to use the video game theme for this commercial.
Axe tapped into the need for sex. All three of the men aren't trying to win this very picky woman over so they can have a meaningful conversation about politics. Let's be honest, they're trying to win her over to get laid. This tone is there because of her apparel and appearances -- she is wearing a tight, revealing shirt and very high heels. To them, she is a sexual object which they must conquer in battle.
The need for affiliation is also present in this commercial. The men competing for this woman are simultaneously involved in a war-themed video game. For males, playing video games can be a social activity and a setting where males bond over a common interest. This commercial evokes a need to belong to the group of men who socialize and play video games together.
This commercial also evokes the need to achieve. Humans, by nature, want to compete, to be successful and eventually, to win. This commercial shows three men competing for one woman and in the end, the man who wins that woman uses Axe Inxinct as his weapon of choice. Those who created this commercial are telling consumers that in order to win in the game of love, you need Axe as your secret weapon. They are tapping into males' need to beat out other males for females' attention, sexual desire and love.
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