AXE Have Had Enough of Macho Men

Out to liberate guys in their new campaign


Goodbye old fashioned notions of masculinity!

Hello, individuality...

Congratualtions to men's fragrance brand AXE, who have become the unlikely flag-bearers for modern men.

This year, the AXE team have swapped out the usual rippling muscles and bevvies of bikini-clad women, for an advertising campaign that celebrates individual magic, in it's many and varied forms.  

The 'Find Your Magic' campaign sees a selection of guys of all different shapes and sizes, just being their best selves - whether that's putting on a stunning show of moves on the dancefloor or running through a field semi-nude.


Our Team ELLE favourite involves a man with kittens in his beard, because obviously. 


The commercial's purpose? To encourage men to embrace what makes them unique, rather than to perpetuate 'outdated views of masculinity.'

Creative Director of the ad, Carlo Cavallone said in the press release that the commercial was specifically aimed 'to liberate guys from pressure...and empower them to be the most attractive men they can be - themselves.'

Good job!

Check out the commercial below:

Words: Chloe Sherard-Knott

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