Ad Nut
Jan 15, 2016

A more enlightened Axe? Global repositioning changes the tone

From the US: 'Find your magic', for Axe by 72andSunny Amsterdam

A more enlightened Axe? Global repositioning changes the tone

Once famous for being unrepentently stereotypical and sex-obsessed, Axe is dramatically evolving. A global campaign launching in the US in a few days encourages guys to ignore stereotypes and express their individuality. It's still about getting laid, of course, but now it's about doing so by letting your freak flag fly. And it consciously steps away from traditional notions of male-ness and toward inclusion: There's a gay meet-cute in the 60-second spot below, and surely this is the first Axe ad to commend a young man for "Rocking those heels".

The campaign, based on research in 10 countries, will roll out globally over a year, featuring "real men with unique and unexpected personal style". One interesting element: Instagroom, a series of short tutorials that "instantly answer the real grooming questions guys ask Google". Here's an example, 'How to quiff':

Along with 72andSunny, the campaign will be delivered through Ponce and BBH. Axe has also partnered with Vice to create "content celebrating modern male individuality".

Whether true individualists will embrace a mass-marketed product line with a baggage of sexism remains to be seen, but Ad Nut applauds the effort.
 

Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Related Articles

Just Published

14 hours ago

Campaign Creation Stories: How Tourism New Zealand ...

Campaign debuts a new series in which brand and agency leaders talk about how they collaborated to bring a great piece of work to life. In the premiere, Tourism NZ and Special Group discuss the somewhat insane idea of creating a daily brand video for a full year.

15 hours ago

CMO Power List 2021: Call for nominations

Campaign Asia-Pacific's CMO Power List, a definitive guide to the most influential marketers in the region, is now accepting nominations for its third listing of top marketers.

15 hours ago

The untapped wealth of WeChat data for brands

Brands are not fully realising the opportunity of both capturing and actioning on WeChat's many data touchpoints, with much data sitting unused in third-party systems. The data and consulting director at Artefact advises how to unlock WeChat's data dam.

15 hours ago

Move and win roundup: Week of May 10, 2021

Mindshare, Tyson Foods Malaysia, WPIC Creative Labs, Nielsen and more to come in our weekly collection of people moves and account news.