Chances are good that when you think of Axe Body Spray, you think of a straight adolescent male practically bathing in it in an attempt to pick up some ladies.
Well, all that could change thanks to the brand’s brilliant new marketing campaign that is encouraging men to “find your magic” by celebrating what makes you uniquely you.
The ad focuses on the premise that there are many different variations to masculinity, and that tapping into your uniqueness can be sexier than a six-pack.
Axe fully committed to this idea by including queer characters in the new ad, including a Vogue-ing diva in high heels and an indie music nerd who catches the eye of another guy in a record store.
Campaign directors said the goal is to encourage young men to be confident in their individuality and get rid of “outdated views of masculinity.”
“Masculinity today is going through seismic changes,” said senior director Matthew McCarthy. “More than ever, guys are rejecting rigid male stereotypes. 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.”
Check out the new ad below.