Many have seen this comercial and have enjoyed our share of laughter with the ones around us. Some of us even start to mimic the "tune" as a daily joke. But if you think deeper into the AXE campaign and ther series of commercials of it, it seems to have a racial undertone that everyone is blinded by its light humour.
The commercial above is the first of many of the "boom chicka wah wah" campaign showing an african american women being attracted by a younger male using the AXE product in a supermarket which results in flirtous dance and tune.
A second commercial of the campiagn starts off with a school teacher teaching a class simple english to a class in a third world country (most students in the class are old and of African Descent). A few seconds later in the commercial, a gentleman walks into the room and the teacher does the same "boom chicka wah wah" phrase, and an African women and man continues on the phrase, but making it sounds like normal speach.
To me, this campaign seems to make a certain race or culture appear Primintive and non educated in an Eurocentric view point.
Or am I just thinking too much.
boom chicka Wah Wah
Posted by Wallace K on 9/28/2007
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