Axe Body Spray has stepped into uncharted territory with its latest commercial, turning the spotlight on the often-overlooked topic of “toxic masculinity.” For years, the brand thrived on extreme stereotypes of masculinity, but now it’s encouraging men to rethink what it means to be “manly.”
In their new ad titled “Is It OK for Guys?”, Axe prompts men to challenge societal norms by asking provocative questions like, “Is it okay to dislike sports? Is it okay to be a virgin? Is it okay to explore relationships with other guys?” This initiative is part of the ongoing “Find Your Magic” campaign, aimed at expanding the definition of masculinity beyond outdated clichés.
Rik Strubel, Axe’s global vice president, emphasized the intent behind the ad: “We wanted to highlight how guys privately turn to the internet to seek answers to these questions.” Given Axe’s history, this statement might raise eyebrows, considering the brand’s past reliance on ads that depicted men as irresistibly attractive to women after using their products. However, the shift is noteworthy.
The parent company, Unilever, has committed to eliminating sexist portrayals in its marketing. Axe is also collaborating with organizations like Promundo, The Representation Project, and Ditch the Label, which are focused on reducing harmful gender stereotypes. By providing resources for men who search for answers to “embarrassing” grooming queries, Axe aims to destigmatize these topics.
One might argue that this strategy is a clever marketing move, especially considering Axe’s traditional audience—straight cisgender males who fit a narrow mold of masculinity. As societal attitudes evolve, reaching a broader audience could benefit the brand.
If you’re like me, you might have watched the ad with a hint of skepticism, expecting a typical macho response to the questions posed. Yet, in a climate where “toxic masculinity” has resurfaced, particularly amid the rise of certain political figures, initiatives like this are crucial for promoting awareness and progress against ignorance and stereotypes.
So, hats off to Axe for taking a step in a new direction. For those on their own journey to parenthood, whether through traditional means or exploring options like at-home insemination, you can find valuable resources at Make a Mom and Women’s Health.
In conclusion, Axe’s new campaign is an attempt to redefine masculinity for the modern age, signaling a willingness to engage with the complexities of male identity.
Keyphrase: Axe Body Spray’s New Masculinity Message
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