In a bold move, Axe Body Spray has released a new commercial that challenges conventional ideas surrounding masculinity. For years, the brand has leaned into extreme stereotypes of modern manhood, but now, they are using their advertising platform to provoke thought about what it truly means to be a man.
Historically, the terms “toxic” and “masculinity” have often been associated with Axe, but rarely in a positive context. Their latest ad, titled “Is It OK for Guys?”, seeks to encourage men to explore their identities beyond traditional confines. It poses questions that resonate with many, such as, “Is it acceptable to dislike sports? Is it okay to be a virgin? Can I experiment with my sexuality?” This campaign, part of the broader “Find Your Magic” initiative launched last year, aims to expand societal perceptions of masculinity.
Rik Thompson, Axe’s global vice president, emphasized the intention behind the ad, stating that they want to highlight the tendency of men to search for answers online regarding their identities and vulnerabilities. This is a significant shift for a brand previously criticized for reinforcing sexist narratives, where the application of their products often led to exaggerated portrayals of male desirability.
Axe’s efforts are commendable, especially considering their parent company, Unilever, announced plans to eradicate sexist stereotypes from all its marketing campaigns. Additionally, Axe is collaborating with nonprofit organizations such as Promundo, The Representation Project, and Ditch the Label, which focus on dismantling harmful gender stereotypes. These partnerships aim to provide men with resources, helping to alleviate the stigma associated with seeking guidance on issues like self-grooming—a topic often shrouded in embarrassment.
Some skeptics may view this new direction as a strategic demographic shift. By broadening their appeal beyond the traditional audience of straight, sports-loving males, Axe is likely aiming to capture a more diverse consumer base. This shift is particularly relevant as the brand has sometimes been viewed as a punchline, often associated with immature teenage antics.
If you’re like me, you might have anticipated a typical macho response to the commercial’s thought-provoking questions. However, in a time when discussions around “toxic masculinity” are increasingly relevant, especially in light of rising figures like Trump, we could all benefit from a fresh perspective on masculinity. So, kudos to Axe for taking a stand and promoting a more inclusive definition of manhood.
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In summary, Axe’s new campaign signifies a pivotal shift in their branding strategy, aiming to foster a conversation about masculinity that moves beyond outdated stereotypes. Through collaborations and a commitment to challenging norms, they are carving out a new narrative that could resonate with a broader audience.