# Thoughtful Masculinity Ads Axe's 'Find Your Magic' Campaign is Rethinking Male Stereotypes By Ell Smith | Published 2017-05-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/find-your-magic-campaign References: [mashable](http://mashable.com/2017/05/16/axe-ad-toxic-masculinity/?utm_campaign=Mash-Prod-RSS-Feedburner-SocialGood-Partial&utm_cid=Mash-Prod-RSS-Feedburner-SocialGood-Partial) & [adage](http://adage.com/article/ad-age-outlook/axe-adds-guy-chaces-guy-scenes-masculinty/302132/) "Is it OK to wear pink?" "Is it OK to be the little spoon?" and "Is it OK to be a virgin" are some of the questions asked in Axe's new ad 'Is It Okay For Guys?,' -- the newest installment to its 'Find Your Magic Campaign,' which encourages men to rethink masculinity. The ad provides a first-person glimpse into the personal lives of various men who are reciting questions that are typically reserved for private [Google](https://www.trendhunter.com/trends/deepminds-sl2t) search bars aloud to the audience.The ad ultimately acts as a critique of machismo and its toxic effects on men and society, and encourages men to ditch rigid stereotypes and gender roles. Last year, the [antiperspirant company](https://www.trendhunter.com/trends/dove-mencare-deodorant), pivoted from its usual cartoon-ish representations of girl-chases-guy scenarios by embracing more enlightened and inclusive messages through its 'Find Your Magic' Campaign. The diversion to a more enlightened path, follows suit with [evolving notions of masculinity](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) which have been undergoing systemic changes in more recent years, steering Axe towards a more sophisticated and liberated audience. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 15% | Activity: 52% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### Key Themes Behind This Trend - **Reimagining Mascunility:** Opportunity for brands to challenge traditional gender roles and redefine masculinity in their advertising campaigns. - **Questioning Stereotypes:** Opportunity to create messaging that prompts audiences to reevaluate societal norms and challenge preconceived notions. - **Embracing Inclusion:** Opportunity for companies to promote diversity and inclusivity in their marketing efforts, appealing to a more sophisticated and enlightened audience. ### Where This Applies - **Personal Care:** Disruptive innovation opportunity for personal care brands to redefine beauty ideals and cater to a more diverse range of individuals. - **Fashion:** Opportunity for fashion brands to create inclusive and gender-neutral clothing lines that challenge traditional norms and empower individuals to express themselves authentically. - **Advertising:** Opportunity for advertising agencies to create campaigns that break away from gender stereotypes and resonate with a more progressive audience. ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Men-Focused Deodorant Campaigns](https://www.trendhunter.com/trends/smells-like-a-date.md) - [Authentic Men-Targeted Campaigns](https://www.trendhunter.com/trends/mentargeted-campaign.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Male Fragrance Expansions](https://www.trendhunter.com/trends/lynx-fine-fragrance.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md)