Incest.. right or wrong?

Ok, the answer to this is wrong, of course. But the real question is, does referencing incest in advertising come across as funny and clever, or just plain gross?

In Axe's most recent advertisement, a guy is attracted to his sister as a creepy side effect to huffing Axe. For those of you unfamiliar with Axe, it became famous on the premise that spraying four dollar man musk on yourself could attract hot women by the thousands.

Normally I find these ads pretty funny because they usually involve somewhat awkward situations. Also, I can appreciate how incredibly successful these ads have been in convincing 14 year old boys to purchase Axe. This campaign essentially made Axe a household name with teens.

But, this recent ad misses the mark for me. I think parodying the anti drug campaign will certainly be effective in appealing to teens, but I would have picked another undesirable hook up, like an unattractive granny librarian, over his sister. I feel the idea of incest reaches a whole other level of uncomfortable that kills some of the humor.

In life and in advertising, incest just seems wrong to me... then again I am not Axe's target audience.