NEW! AXE Replaces Bro Mentality With 'Find Your Magic'

We're only two weeks into 2016, and I watched the first ad from AXE that I actually like. Is this a sign of the apocalypse? "Find Your Magic" is the brand's new positioning that promotes individuality and AXE's new range of male grooming products. Gone is the bro mentality and the feeling that you can smell too much AXE through your TV. A 60-second launch spot features a handful of regular guys with different, unique qualities. One guy has awesome red hair, while another owns his big nose. Another guy has amazing dance moves, while a burly dude shows his sensitive side. Each has one thing in common: they use AXE grooming products. See it here. There are also a few 15-second videos that show men and women using AXE products to style their hair. Watch them here, here and here. 72andSunny Amsterdam created the campaign.

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