Times are changing in the realm of masculinity and what today’s man considers to be masculine. Showcasing the typical rigid male stereotype that is exhibited in various cultures, especially our Latin heritage, is no longer an effective way in reaching today’s man. Men have grown to become more interested in how they look and feel, and AXE is urging guys, and the community as a whole, to shed those outdated views on masculinity and is inviting men of all races to be themselves and embrace individuality.

This year, AXE wants you to Find Your Magic. The brand has launched new experiences and products designed to help guys express their personal style, including the AXE Collective with John Legend, the Instagroom content series and the new AXE Advanced Collection grooming line.

According to Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever, “Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes. We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.” By straying away for a general outlook on males and boldly redefining masculinity, AXE hopes to better reach all different types of men, including Latinos.

To further get the message across, in this year’s Superbowl 50 AXE will be airing the below 30 second version of the Find Your Magic commercial, which showcases AXE’s new bold stance on individuality.

AXE wants guys to shed outdated views of masculinity to embrace what makes them unique. We all have our own “thing” – something special that makes us attractive to the world, whether it’s your walk, your talk, your smile or your style – it’s your magic.

Building on a successful 2015, this year AXE and John Legend are continuing the AXE Collective to elevate musicians and filmmakers and help them showcase their magic. Aspiring creators can visit AXE.com to learn more about a chance to be mentored by John Legend and to be featured at an event during SXSW or the Toronto International Film Festiva.

AXE has also created the new Instagroom series, designed to inspire guys and give them the tools to achieve their own unique magic. Instagroom features 15-second videos that answer the most burning style and grooming questions guys are searching for online to help them amp up their personal style.

The new AXE Advanced Collection, a more premium range of grooming products, helps guys express their individuality so they can look, feel and act their most attractive. Comprised of three lines – Adrenaline, Urban, and Signature – these products offer a variety of benefits including fragrance-release, anti-odor, and anti-marks technology.

• AXE Adrenaline: Energize your senses and conquer what comes your way. Products that keep up with you every time you up your game.
• AXE Urban: The city is your playground, don’t let it make you sweat. Products that give you the edge to take on your day.
• AXE Signature: Your sophisticated style, uncompromised. Products to keep you looking and feeling sharp.

The AXE brand’s bold new direction will be brought to life globally via cross-channel advertising and a new film called “Find Your Magic,” developed by advertising agency 72andSunny Amsterdam.

On the inspiration behind Find Your Magic, 72andSunny Amsterdam Executive Creative Director Carlo Cavallone said, “AXE has always been at the forefront of culture. With Find Your Magic we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be – themselves.”

In addition to the “Find Your Magic” film, multi-channel Find Your Magic creative content will connect with guys both in the U.S. and globally.

The most attractive man you can be is yourself. So Find Your Magic. Then work on it.

To learn more, visit AXE.com.