What's with the commercials for whole body deodorant?

Lately I've been seeing countless commercials about whole body deodorant. It started with Lumi. Now they are everywhere. I wash, I use deodorant in my pits and go about my day. Are we supposed to be ashamed of any odors that emit from our bodies? These ads are mainly targeted to women. Is this one more way we are supposed to be ashamed of our bodies? It really irritates me.