Axe Is Bringing Its Great ‘Find Your Magic’ Commercial to the Super Bowl

Brand finds a bigger platform for its newly enlightened views

Headshot of Tim Nudd

Axe has enjoyed such a positive reaction to its "Find Your Magic" campaign, launched earlier this month, that it's bringing a 30-second version of the anthem TV commercial to the Super Bowl.

After years of most appealing to bros with comical—often derided as sexist—ads about how Axe would turn them into chick magnets, the Unilever brand unleashed a more grown-up take on masculinity with "Find Your Magic," created by 72andSunny in Amsterdam.

The new work is all about shedding traditional notions of masculinity and embracing one's individual sense of how to be a man. The 60-second launch spot even included such non-Axe-like visions as a man in high heels, and another in a wheelchair.

In the two weeks since launch, "Find Your Magic" has "already inspired tens of thousands of people around the world to celebrate individuality and champion inclusivity," the brand says. Thus, the leap to the Super Bowl to extend the message to 100 million-plus people.

"I am encouraged by the overwhelmingly positive response the Axe message has received," said 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."

The Super Bowl spot will be a :30. You can see the 60-second version above. This will be Axe's first Super Bowl spot since 2014's "Make Love, Not War" spot, created by BBH. 

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