Axe’s Bold New Take on Masculinity: Breaking Stereotypes One Question at a Time

Axe Body Spray, known for its past antics of reinforcing the most exaggerated stereotypes of manhood, has taken a surprising turn with its latest ad campaign. The new commercial, titled “Is It OK for Guys?”, aims to challenge traditional definitions of masculinity and confront the concept of “toxic masculinity” head-on.

A New Approach to Masculinity

In this fresh approach, Axe is encouraging men to ponder questions that deviate from the norm, such as “Is it okay to not enjoy sports?” and “Is it okay to be a virgin?” This ad is part of their ongoing “Find Your Magic” initiative, which launched last year to expand what it means to be a man in today’s world. Rik Strubel, Axe’s global vice president, explained that the goal is to highlight the often-private inquiries men have about their identity, suggesting that many of these conversations happen behind closed doors.

A Shift in Narrative

Given Axe’s history of ads that often leaned into sexist tropes—typically depicting men as irresistibly attractive to women after a spritz of the spray—this shift towards a more progressive narrative is unexpected but commendable. The brand’s parent company, Unilever, previously announced intentions to eliminate sexist stereotypes in all its marketing efforts. Additionally, Axe is partnering with organizations like Promundo, The Representation Project, and Ditch the Label, which focus on dismantling harmful gender stereotypes.

Strategic Move or Genuine Change?

Of course, one might wonder if this is simply a strategic move to appeal to a broader audience. After all, targeting a demographic of men who don’t fit the traditional mold could be a savvy business decision for a brand that has often been the punchline of jokes about desperate teenagers. Instead of the anticipated heavy metal soundtrack and a muscular dude declaring “NO!” to the questions posed, Axe is opting for a more thoughtful approach that reflects the changing landscape of masculinity.

The Importance of Allies

In an era where “toxic masculinity” is gaining traction once again, particularly with the rise of polarizing figures in politics, we certainly need all the allies we can get in the fight against ignorance and stereotypes. So hats off to Axe for taking a stand and attempting to be on the right side of this important conversation.

Conclusion

In summary, Axe’s latest commercial is a refreshing departure from their past, inviting men to consider their identities beyond outdated stereotypes. While it remains to be seen how effective this campaign will be, it’s a step in the right direction for both the brand and the broader conversation around masculinity.