Unilever’s Axe has finally moved on from its ‘babe-magnet’ advertising message and launched a global spot that’s not about attracting women at all. See why it’s our video viral of the week below…
The new ads mark its first under a new agency, switching from BBH (famous for the ‘Angels ads) to 72andSunny Amsterdam.
The spot is a series of portraits of many different types of masculinity and suggests that “finding magic” can be through anything from growing a bushy beard to dancing in high heels. It’s a much more inclusive approach, with other vignettes including a disabled man on a dance floor at his wedding, a pizza maker and a maths wiz.
In previous Axe ads, the only trait that really made men attractive was use of the product.
The new spot actually cycles through lots of individuals, and individual traits, and manages to bury the one-size-fits-all approach entirely.
Masculinity is changing, and quickly—the brand clearly knew its days of stereotyping were numbered.
“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.”
“Axe has always been at the forefront of culture,” added 72andSunny Amsterdam executive creative director Carlo Cavallone. “With ‘Find Your Magic,’ we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be—themselves.”
AXE has also created the new ‘Instagroom’ series, designed to inspire guys and give them the tools to achieve their own unique magic.
Instagroom features 15-second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.
This year AXE and John Legend are also continuing the AXE Collective to elevate musicians and filmmakers and help them showcase their magic.
Aspiring creators can visit AXE.com to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW or the Toronto International Film Festival