8/22/2023 0 Comments Vox youtube sexism![]() I want to express myself in more fluid ways of masculinity today.’”Īxe partnered with a research company that primarily focuses on men’s issues, Promundo, as well as the United States Institutes of Peace, to unveil some research about what they are calling “The Man Box,” meaning men feeling liked they’re boxed in to certain behavioral expectations. “We found this notion of ‘I am not the guy that my father used to be. “We found something quite common across different countries,” says Strubel. This was not a sudden awakening for the company, but rather the culmination of several years of research, going back to 2014. In a press release about the new campaign, the brand even uttered the phrase “toxic masculinity.” Axe has gone introspective, y’all. “It’s just a little concept, but that was really picked up as a positive thing and that encouraged us as well.” The fact that Axe was lauded for showing a woman driving her boyfriend around shows just how far the brand was from any sort of message of gender equality.Īxe followed up in May this year with another campaign called “Is It OK For Guys?” with a video that showed a diverse group of young men asking Google queries like “Is it OK for guys to wear pink?” and “Is it OK to not like sports?” It currently has more than 550,000 views, while the English-accented Lynx version has over two million. “We saw that seemed to be the strongest driver of sharing the film and saying, ‘Great, well done, that’s the kind of man we want.’ For example, there’s the girl driving the car, not the guy,” he says. Rik Strubel, the global vice president for Axe, proudly notes that women are an active part of the messaging now, rather than a mere object of the male gaze. ![]() But thank God they got it, and got it right.” ![]() Comments on the video include: “this was so progressive and body-positive that even as a woman I felt it,” and from a guy: “Took them about 40,000 years to realize that the hypermasculine, stereotyped male isn't really realistic for the majority of men in society. Old Axe guy would surely call new Axe guy a cuck. It starts off by asking “Who needs a six-pack?” and goes on to show a guy with a big nose, a man dancing in heels, a fella with a big beard snuggling some kittens, and - gasp - a man pleasuring a woman. It released a video entitled “Find Your Magic,” which now has more than 10.5 million views. While the brand’s message in the last few years has been less testosterone-laden than in its heyday, in 2016, Axe underwent a total 180-degree repositioning. Now Axe has shifted its focus from groin to brain. (Axe was known as Lynx in other countries, and those commercials and ads were often even worse.) But usually it just featured hot women running after men who probably didn’t deserve them, like in this terrible “Dumpster Diver” commercial. The message was unequivocally “Axe will get you laid, dude!” For many years, the brand referred to this in its ads as “the Axe Effect,” notably featuring Hillary Clinton in 2008 wearing Obama and McCain buttons. Photo: AxeĪxe’s in-your-face, sometimes tongue-in-cheek ads became a hallmark of the brand. “The Axe Effect,” Hillary Clinton 2008 version.
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