AXE ads have always been about being manly and being macho. Six-foot tall, six-pack abs, biceps, triceps… the works. The brand’s positioning (while primitive) was plain and simple: Use AXE products and turn into a chick magnet.
But that’s not the case anymore. The brand seems to have grown up and has shed the preconceived notions on what is manly. The refreshing new ad titled ‘Find Your Magic’ encourages men to embrace their own thoughts and beliefs, and to be the man they want to be.
Check it out: