In the UK, Axe is called Lynx, but just like here in the US they rely on sexist themes in their advertising:
That’s via Chloe Angyal who offers various trenchant criticisms. But here’s another one: Is this even a real sexist stereotype? I don’t think it is. I mean, surely there’s someone out there who thinks that “women get bored easily” but I don’t believe this is an actual widespread notion. I think Lynx/Axe just invented a brand new sexist stereotype out of thin air so that the could go make an ad based on it.
Impressive, in a way.