• Culture
    Culture
    Filipino actors Bridgerton

    Get to know the Filipino actors in ‘Bridgerton’

    pura luka vega chappell roan church

    Matched her freak! Pura Luka Vega performs Chappell Roan’s ‘Good Luck, Babe!’ at ‘Church’

    AI and deepfake porn is a form of sexual assault—and we need to talk about it

    AI and deepfake porn is a form of sexual assault—and we need to talk about it

    • Women
    • Queer
    • Politics
    • Environment
    • Food
  • Style
    Style
    Pond's serums

    These night serums are your new solutions for radiant, glowing skin

    5 original Filipino fragrance brands to check out

    5 original Filipino fragrance brands to check out

    Here’s where you can get unique, one-off accessories—designed by you

    • Fashion
    • Beauty
    • Space
    • Shopping
  • Entertainment
    Entertainment
    Filipino actors Bridgerton

    Get to know the Filipino actors in ‘Bridgerton’

    pura luka vega chappell roan church

    Matched her freak! Pura Luka Vega performs Chappell Roan’s ‘Good Luck, Babe!’ at ‘Church’

    charlie’s angels totally spies!

    Our favorite onscreen spies, from Austin Powers to ‘Totally Spies!’

    • Celebrities
    • TV & Movies
    • Music
  • Life+Money
    Life+Money
    Single woman adopts baby

    Forming a family: When a single woman adopts a baby

    painting of baby

    A mother-to-be’s survival guide

    Navigating a friend breakup that has no bad blood

    It’s no one’s fault: When a friendship naturally runs its course

    • Career & Money
    • Parenting & Relationships
    • Sex & Health
    • Astrology
    • Travel
  • Inquirer.net
  • Lifestyle
Reading
How This Campaign Broke Their Outdated Views of Masculinity
ShareTweet
In Uncategorized
1 min read

How This Campaign Broke Their Outdated Views of Masculinity

By Tisha Ramirezon June 4, 2017
axe
Share

axe

Axe has been known to release controversial ads and campaigns showing outdated views of masculinity. But in the past few months they have moved forward from portraying chick magnet men to showing men being themselves.

The Axe Effect has run its course and earlier last year they launched their new campaign entitled “Find Your Magic.” Their first commercial, produced by 72andSunny Amsterdam, veered away from macho models usually featured in these ads and put the spotlight on the diversity of men. In one scene we see a man in a wheelchair sharing a dance with a woman, while a man in heels vogues in front of a panel of judges. The ad then proclaims, “Who need some other thing, when you’ve got your thing? Now work on it.”

The whole purpose of this campaign is to break the masculine stereotypes and encourage men to embrace their true selves, whatever that may be. Executive director of 72andSunny Amsterdam Carlo Cavallone told AdAge, “There’s not one single-minded, one-dimensional idea of masculinity out there. We wanted to give guys a sense of confidence and liberate them from stereotypical bullsh*t about what it means to be a man.”

Keeping with the “Find Your Magic” campaign, Axe released another video two weeks ago highlighting how 72 percent of guys have been told how real men should behave.


The ad shows a series of scenes portraying questions that guys search online everyday. Like “Is it okay to be a virgin?”, “Is it okay for guys to wear pink?”, and the list goes on. In the end they ask, “Is it ok for guys to be themselves?” And the answer? Yes of course.

I think it’s about time to stop questioning if who you are and what you do makes you less of a man because you don’t “fit” into stereotypes portrayed in the media. By presenting real, everyday men in these campaigns Axe is showing that there is no one way to be “a man.” Embracing who you are, working on your strengths, and simply being yourself; that is where true masculinity shines.

 

Photo courtesy of Business Insider

Follow Preen on Facebook, Instagram, Twitter, Snapchat, and Viber

Total
0
Shares
Share 0
Tweet 0
Pin it 0
Share 0

Action Required!

We embed Facebook Comments plugin to allow you to leave comment at our website using your Facebook account. It may collects your IP address, your web browser User Agent, store and retrieve cookies on your browser, embed additional tracking, and monitor your interaction with the commenting interface, including correlating your Facebook account with whatever action you take within the interface (such as “liking” someone’s comment, replying to other comments), if you are logged into Facebook. For more information about how this data may be used, please see Facebook’s data privacy policy: https://www.facebook.com/about/privacy/update.

Accept    Decline

Tags
culture stories

Subscribe to our newsletter

Stay in the loop


By subscribing, you agree to our Terms of Use and Privacy Policy.

ShareTweetEmailShare
Tisha Ramirez

Peek This

Pond's serums

These night serums are your new solutions for radiant, glowing skin

Filipino actors Bridgerton

Get to know the Filipino actors in ‘Bridgerton’

pura luka vega chappell roan church

Matched her freak! Pura Luka Vega performs Chappell Roan’s ‘Good Luck, Babe!’ at ‘Church’

AI and deepfake porn is a form of sexual assault—and we need to talk about it

AI and deepfake porn is a form of sexual assault—and we need to talk about it

Preen.ph © 2020. Hinge Inquirer Publications, Inc.
  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • HOME
  • ARCHIVES
  • ABOUT US
  • CONTACT US
  • ADVERTISE WITH US
love potion
Previous
Is the Use of ‘Gayuma’ for Love an Act of Desperation?
Longtime K-pop fans have been wondering whether Sistar's disbandment is the death of 2nd gen girl groups or simply the seven-year curse
Next
The death of 2nd gen girl groups and the double standards of K-pop
  • Culture
    • Women
    • Queer
    • Politics
    • Environment
    • Food
  • Style
    • Fashion
    • Beauty
    • Space
    • Shopping
  • Entertainment
    • Celebrities
    • TV & Movies
    • Music
  • Life+Money
    • Career & Money
    • Parenting & Relationships
    • Sex & Health
    • Astrology
    • Travel
  • Inquirer.net
  • Lifestyle
  • Subscribe
  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • Search
Start typing to see results or hit ESC to close
fashion fashion news music Culture News movies
See all results

Subscribe to our newsletter

Stay in the loop


By subscribing, you agree to our Terms of Use and Privacy Policy.