It may be that the main takeaway for marketers is that it is advisable to hide uncouth Easter Eggs in their creative for greater retention. No amount of Google Searches have cleared up this debacle. Despite wading in to clear matters up, Middelkoop failed to outline what the lyrics do say. Middelkoop in a tongue-in-cheek manner assured viewers that the ad does not feature the lyrics ‘suck my balls’, ‘fluff my balls’, ‘toss my balls’, ‘snuff my balls’, ‘hug my ball’s or even ‘balls my balls’. Responding to debate in the comments section of YouTube, Axe and its ad firm 72andSunny Amsterdam reached out to the producer of the track who worked on the ad, Diederik van Middelkoop, for clarification on the issue. The song appears to include explicit lyrics – and they have managed to sneak past censors. A handful of ads (,) promoting Axe Gold body spray feature the track. Owned Axe has put out an ad denying that its ‘You Gold’ films feature a song with the lyrics ‘suck my balls’.
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