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Following a round of X-Men-centric Carl’s Jr./Hardee’s commercials that attracted widespread criticism, the latest stop on the Days of Future Past promo train is AXE, the male-targeted grooming brand that for for years marketed its body spray with the overt promise that the user would become cartoonishly irresistible to the opposite sex. Like Carl’s Jr., AXE in the past has been accused of sexist marketing — including a 2012 spot centered on disembodied female breasts — but this commercial plays it pretty straight, with the film’s Havok (Lucas Till) outshining two less impressive mutants in a competition administered by an unnamed character unlikely to be found in the Official Handbook of the Marvel Universe.
It’s all to promote the “AXE Limited Edition X-Men pack,” which can be found in “Phoenix, Dark Temptation, Apollo and Anarchy” varieties, and comes bundled with an “exclusive” Days of Future Past poster.
It’s not the first time AXE and comics have collided: In 2012, the company launched a digital comic, written by Scott Lobdell, to promote the “Anarchy” fragrance line.