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Company: Unilever
    View Company Scorecard / Contact Company
Brand: AXE
Ad Title: Find Your Magic
Business Category: Personal Products
Media Outlets: Television
Country: United States
Region: US National
Agency: 72andSunny
Year: 2016
Target: Gays & Mainstream
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Theme(s)

Racial Diversity

Camp/Gay Drag

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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This genius spot starts off reflexively, making fun of other advertising -- "Come on, a six pack?"

Focusing on the things that make each young man unique, rather then trying to be an idealized man, this commercial points out the sexiness of men being themselves as it even redefines traditional notions of masculinity -- a guy with a prominent nose, another with a kitten in his beard, a man voguing in high heels, or one in a wheelchair at a dance.

The narrator asks "Who needs a six-pack when you've got the nose? Or a nose when you've got the suit? Now you don't need a suit when you've got the moves. Or moves, when you've got the fire.

"Or fire when you rock those heels. Or heels when you ride those wheels. Looks? Man, who needs looks when you've got the books? Or books when you've got some balls. And who needs all that when you get the door?

"When you've got the dough, the brains, the touch? Who needs an other thing, when you've got your thing? Now, work on it!"

The spot was an immediate success for the brand and was added to the Super Bowl commercial lineup.

"I am encouraged by the overwhelmingly positive response the Axe message has received," Matthew McCarthy, senior director of Axe and men's grooming at Unilever, said in a statement. "The Super Bowl is a great place to share this powerful stance on individuality and masculinity, and the scale allows us to bring more men and women into the conversation."

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Jon Gilbert , New York, NY
Great ad - I love the diversity and wide range of men represented in the ad, which is still sexy with humor.
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