'Axe' ad is clever

M. Farlina LW complains that the "Axe" perfume ad associates women with rats (The Jakarta Post, Oct. 9, 2000: Molestation of women). In fact the ad is based on the children's book The Pied Piper of Hamlyn in which a piper uses his magic flute to rid the town of Hamlyn of its rats in exchange for a fee. After getting rid of the rats, the town refuses to pay the fee, so the Piper again uses his magic flute, this time to lure away the town's children, never to be seen again.

The story is about the dire consequences of deception. I doubt that the original author was trying to associate children with rats, and I doubt that the makers of the "Axe" ad are trying to associate women with rats. The ad is stylish and clever, unlike most of the mindless rubbish that we are forced to endure during those ever-lengthening intrusions into our favorite quality programs like Bay Watch.

DAVID LANE

Jakarta