Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In a matter of just a few years, Unilever’s Axe has gone from unabashedly (and often crassly) celebrating male stereotypes to forcefully opposing them. And its new campaign, from 72andSunny Amsterdam, represents its boldest step yet in combating what it’s now calling “toxic masculinity” and its debilitating effects on young men.
The new work is themed “Is It Ok For Guys?” and is part of Axe’s “Find Your Magic” positioning, which memorably launched in early 2016. A new film kicks things off by showing how guys privately struggle with masculinity – by highlighting actual Google searches that reveal just how anxious they feel about adhering to, and straying from, societal norms.
Check out the spot here:
Axe addressed some of this in the original “Find Your Magic” spot, which showed, among other things, one man in high heels and another in a wheelchair. But the new work – particularly the line “Is it ok for guys to experiment with other guys?” – goes even further in questioning what “real manhood” is.
The campaign is informed by research showing the extent of the problem. Some 59 percent of men believe they should act strong even if they feel scared, and nearly half think they shouldn’t ask for help with their problems, according to Axe.