We love AXE’s gay-friendly and gender fluid brand change

The AXE deodorant brand is changing the macho men’s grooming product market with a brilliant new ad campaign that redefines the traditional male.

“Who needs a six pack when you have your own thing? No must-have, must-be, fashion norms or body standards. The most attractive man you can be is yourself. So find what makes you, you. Then work on it,” read the ad’s description on YouTube.

The Find Your Magic video depicts a range of male figures who aren’t the typical buff male model types seemingly obsessed with affirming their old-school masculinity at every turn.

Instead we’re treated to a diverse range of men, including a fierce voguing performer strutting his stuff on heels, and what could be two gay guys meeting in a record store.

According to a press release, AXE says that it “wants guys to shed outdated views of masculinity.”

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” explained Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever.

Carlo Cavallone, the Creative Director behind the campaign from 72andSunny Amsterdam, added: “With Find Your Magic we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be – themselves.”

Check out the refreshing ad below.