Romi Lassally, Editor in Chief | 2010-08-29 15:12:13
Last week, my 10-year-old son happened upon an hysterical youtube video, CLEAN YOUR BALLS. Not since he discovered that annoying Orange and grating Fred series has he watched something so consistently. Unbeknownst to him, he had also tapped into the most recent ad campaign for the Axe Detailer in a parody of TV Home Shopping commercials.
I confess - while the commercial is oozing with sexual innuendo - it's so clever and funny, I overlooked the age-inappropriateness due to quality of comedy and content. I also recognized a teachable moment rather than a message of sexual promiscuity (for which the brand is often criticized). I didn't expect to be having the conversation about cleaning your privates at this early age, but hey, it's only hygiene.
But just to confirm, I consulted an expert, my go-to-guy, Brett Berk, author of The Gay Uncle's Guide to Parenting and a contributor to the Federal Government's recent advertising literacy project Admongo.gov:
Tween boys tend to have a million secret names for their privates--junk, joint, straw, udder, sapling, corn stalk, miniature schnauzer--the mention of any of which will mysteriously cue a laugh track. And advertisers are aware of this.
Encourage your kids to laugh along at anything that's truly funny (like this Axe ad), but make sure they recognize that humor in ads is a tool meant to get you to feel connected to a product. The key questions for any consumer remain: Do I need this? Can I afford it? Will it do what it claims?
And when it comes to the question of violence over sex -- I think healthy innuendo--with a critical eye--is superior to violence any day.
Moms (Dads...) - do you agree, disagree? Will CLEAN YOUR BALLS be bookmarked on your kids' computers or blocked by your parental filters?
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