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Video of the Week: Axe Does A U-Turn

In terms of rebrands, Axe has done quite a spectacular one - turning from their testosterone-fueled, sexually-charged, stereotypically-masculine campaigns to something a lot more versatile, flexible, and fundamentally, relevant. It's a bold move for the group, but certainly an important one. 'Find Your Magic' is all-encompassing, embracing men regardless of interest, image, or identity. It aligns Axe with a modern masculine ideal that is much more prevalent in premium and 'cutting-edge' brands.

Check the ad out for yourselves above!