Ad of the Day: Axe Gets Inclusive in a Remarkable Ad That’s Really Pretty Magical

Brand tries a more grown-up take on masculinity

For years, the Axe brand was pretty one-dimensional. It appealed to bros with comical, hyperbolic ads about how Axe would turn them into chick magnets. In the past few years, that cartoony single-mindedness has given way, here and there, to richer messaging that downplayed the bro aspect (most notably in BBH's "Susan Glenn" and last year's Axe Hair campaign).

@nudd Tim Nudd is a former creative editor of Adweek.