Axe Says Find Your Magic
January 14, 2016 Leave a comment
Axe started advertising hard when I was a junior or senior in high school. For a long time, their campaigns could be characterized as cheeky and sexist. But Axe has been trying somewhat to distance itself from this lunkheaded image. Their Susan Glenn spot from 2012 (one of my favorite ads of that year) is an example of that changing direction. Now they have a new commercial that’s pretty impressive. Created by 72andSunny in Amsterdam, it depicts young men who traditionally wouldn’t be in Axe ads to show that confidence and individuality is more important than being a standard hunk.