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Axe has been trying to move away from its narrow, misogynistic views on relationships and sexuality for some time. But this BBH London spot is easily the Unilever brand's most inclusive yet.
Airing first in Australia (where the brand is called Lynx) before rolling out to other global markets, the hair-care spot packs a lot into 60 seconds. As our hero flips through TV channels at home, we get brief scenes that take place inside each show—with the protagonist in the lead role.
Around the 30-second mark, though, we get a scene that would be remarkable for many brands—and astounding for Axe.
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