Axe, a men’s line of body sprays, shampoos, and body wash, has released a new commercial that celebrates true masculinity. Gone are the chiseled models with six-pack abs — because, honestly, what portion of the population does that truly represent? Rather, the commercial features the everyday guy and celebrates their differences, their achievements, their personalities, and what makes them unique.
Titled, “Find Your Magic,” the commercial includes men from all racial and ethnic backgrounds and men of different sexual orientations. Better yet, these men aren’t depicted as stereotypes: “macho men getting the girl.”
Carlo Cavallone, executive creative director of the agency that produced the commercial told AdAge: “There’s not one single-minded, one-dimensional idea of masculinity out there. We wanted to give to guys a sense of confidence and liberate them from stereotypical bullsh*t about what it means to be a man.”
“We’ve been part of guys’ lives for decades,” Matthew McCarthy, who is the senior director for Axe and Men’s Grooming for Unilever, said in a press release, “and Axe champions real guys and the unique traits that make them attractive to the world around them.”
A round of applause to Axe and this new campaign that will work toward deconstructing “outdated views of masculinity.” And if other companies follow suit? Imagine what kind of world that would be…
Check out the video below.