ExposureUnited Kingdom and United States
The body spray encourages a variety of men to "Find Your Magic" in the spots by 72andSunny Amsterdam
Axe's new global campaign encourages men to throw off the shackles of conformity, as the brand seeks to augment its adolescent customer base with an older crowd.
The ad opens on posters of men with six-pack muscles as a voiceover rubbishes the notion of conventional attractiveness and celebrates a host of men’s unique characteristics. This is 72andSunny Amsterdam’s first campaign since replacing Bartle Bogle Hegarty — the agency responsible for Axe’s meteoric rise in the '90s. It was created by Laura Visco, Emiliano Trierveiler and Mario Guay, and directed by François Rousselet through Division.