Axe Asks “Is It OK For Guys…?”

Axe has come a long, long way in their advertising. I remember when Axe came out towards the end of my high school days. Their commercials could be characterized as lunkheaded fantasies that basically said you’d get laid if you used Axe. I guess that had something of a charm to them, but were mostly just dumb and borderline offensive. Over the years, Axe has shifted their focus. 2012 brought the beautiful Susan Glenn spot, which I recall being one of the best of the year. The biggest shift, however, came last year with “Find Your Magic.” The ad, which got rave reviews, challenged society’s and advertising’s ideas of masculinity. Now Axe seems to have gone even further. In its new commercial created by 72andSunny Amsterdam, “is it ok for guys”, Axe shows different guys asking questions about whether it’s ok for guys to do things that men aren’t traditionally known for. The questions are based on autocompletes of popular Internet searches. It’s a well done and thought-provoking piece. Here’s more from Adweek.

Advertisements

Axe Says Find Your Magic

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.

%d bloggers like this: