Axe Cuts Out the Clichés with #FindYourMagic

Using #FindYourMagic, the push invites consumers to share what makes one an individual. The brand believes everyone has his thing

Men’s fragrance giant, Axe has rolled out an advertising push in time for the Big Game, with a latest 30-second television commercial leading the way. Dubbed Find Your Magic, the effort celebrates what makes men unique, with the conversation set to hit the world’s biggest stage to talk masculinity.

Running on the hashtag #FindYourMagic, the brand is inviting consumers to share what makes one an individual. The marque believes everyone has his own thing, and therefore, discourages that use of a one-size-fits-all view of what a guy should be. How he walks to how he talks is special.

Created by 72andSunny Amsterdam, the spot brings embodies the multiple ways guys in which men express themselves. The stance is a rallying cry for guys of all kinds to let go of outdated male clichés and embrace what makes them unique. Only two weeks in and already the movement has built up a cult following.

“I am encouraged by the positive response the Axe message has received. 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,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever.