CIB Rejects Axe Dry Deodorant Ad Proposed For Lucas Oil Stadium

Indianapolis' Capital Improvement Board Felt Axe Dry Ad Was "Too Suggestive Sexually"

An ad for Unilever's Axe Dry antiperspirant proposed for Lucas Oil Stadium was "axed and sent back" to the Colts by Indianapolis' Capital Improvement Board (CIB) after it was deemed too sexual in nature, according to Spalding & Montgomery of the INDIANAPOLIS STAR. The ad was "proposed as a sign at men's and women's restrooms" that would depict Axe Dry "on a shelf protecting it from water shooting upward." Over the photo is the phrase "Girls Prefer Dry Guys." CIB member Carolene Mays said, "I personally, along with several people on the board, thought it was too suggestive sexually." CIB Executive Dir Barney Levengood said that conversations are "under way with the Colts, and the ad could be revamped and then reconsidered by the board in April." The Colts "get the cash from stadium ads," and Levengood and board member Mike McQuillen said that the amount the Axe Dry ad "could bring in was not disclosed" (INDIANAPOLIS STAR, 3/12). The INDIANAPOLIS BUSINESS JOURNAL's Scott Olson reported this marks the first time an ad was rejected at the two-year-old stadium "because of its racy nature." The Colts typically "use their own discretion when approving game-day signage within the stadium that the team must remove afterward." But CIB attorney Toby McClamroch indicated that the team's lease agreement states that "permanent signage needs to be approved by the CIB" (IBJ.com, 3/9).

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