NEW AXE CAMPAIGN SETS OUT TO APPEAL TO ALL MEN - WHATEVER THEIR SEXUALITY
The campaign, which features vogue dancers in high heels, marks a shift away from stereotypical definitions of masculinity
Axe, makers of grooming products for men, have launched a new advert for the US market that marks a break from previous campaigns.
Instead of suggesting that Axe products (which go under the brand name Lynx in other parts of the world) will win you the undying attention of any female in your vicinity, a video for the new campaign – entitled ‘Find Your Magic’ – features a range of men.
It also acknowledges that not all guys are heterosexual or desperate to develop a six-pack.
Among the young men featured in the video are a dancer with pigtails who is vogue’ing in a pair of high heels in front of a judging panel. Also included are two men in a record store who exchange a look that could… well, they could be admiring more than the records they’re clutching.
Men with women also appear, but taken together, the advert passes no judgment on one form of masculinity over the other. The conclusion of the film? ‘Who needs another thing when you’ve got your thing: Find your magic.’