Axe Questions Gender Norms & Toxic Masculinity in 'Find Your Magic Initiative'

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“72% of guys have been told how a real man should behave,” says a message at the beginning of Axe's new ad.

Is it ok to not like sports, for guys to wear pink, to be depressed, to experiment with other guys? The video features one guy after another, questioning the gender norms that constrict them, and culminates with the question, “Is it ok for guys to be themselves?”

Related | Axe Rejects 'Rigid Male Stereotypes & Gets Into Voguing in Latest Ad

The ad is part of a larger campaign launch, which is an extension of their “Find Your Magic” campaign. You may remember it featuring a club kid serving an impressive death drop in heels and even an appearance from Bob the Drag Queen after his RuPaul’s Drag Race win.

The new “Find Your Magic Initiative” seeks to end toxic masculinity and its negative effects on both men and women by proving there’s no set way to “be a man.” Partnering with Promundo, The Representation Project, and Ditch the Label, Axe's mission is to better understand the issues young men face and give them the resources they need to be themselves.

Watch Axe's new ad, below:

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