Rather than hone its focus on its usual hyper-masculine inspirations, AXE Canada's new '#findyourmagic' campaign aims to expand on the word masculinity to become more inclusive.
The ads focus more on the individual themselves rather than their ability to pick up women as many of the brand's ads have humorously focused on in the past. Instead, intimate photos and videos of men's styling regimes are put on display. One photo features a man and his partner in an intimate embrace, while other videos show how some style their hair. The ethnically and stylistically diverse men that are portrayed in this campaign are much more representative of the real world.
Instead of focusing on stereotypical masculinity alone, the new AXE Canada campaign strays from that and attracts a more diverse consumer base while promoting an inclusive business mindset.
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