(Source: http://theinspirationroom.com/daily/print/2016/1/axe_find_your_magic.jpg). Click picture to watch the spot.
Axe’s latest spot celebrating under appreciated forms of masculinity is a game changer and here are three #shomthoughts why:
- It is still on brand.
The Find Your Magic spot is consistent with Axe’s previous advertisements promoting men to live with confidence through using their products. Where “Find Your Magic” deviates from the past is its push for self confidence for the underdogs, in contrast to the previous motives to exploit women. Through the slogan “Find Your Magic” Axe is still promoting their products bring confidence to attract romantic interests, but it doesn’t communicate this at a woman’s expense.
From a broader perspective, this new direction addresses the popular conversation regarding Unilever owning both Axe and Dove’s Real Beauty campaign. The shift in direction now holds Unilever true to its social mission, of growing as a company without damaging the current generation.
- Socially sustainable.
Taking into account the broader definition of sustainability, social sustainability is a strategy that focuses on the social wellbeing of the current generation without hurting future generations. In Axe’s case, I consider their previous marketing socially unsustainable as it portrayed the message that if a male wasn’t pursuing woman they were not masculine. This can have severe consequences on viewers mental health, especially if they don’t identify with axe’s target demographic.
- In 1:00 it managed to both redeem itself and push progressive boundaries.
In 60 seconds, Axe managed to both redeem itself from years of oppressive content AND become market leader with respect to pushing progressive content. The advertisement highlighted drag dancing, physical disabilities, homosexuality all in various body shapes and appearances. Very few advertisements across all industries address these social realities…let alone in the same 60 seconds.
Moving forward, I look forward to seeing where the future of Axe’s marketing lays and if this ad is the first of many socially sustainable messages to come.