Find Your Magic
Directed by François Rousselet
Insight
We've been lead to believe that the only way to be attractive to women is to have chiseled abs, but there are so many other attributes that women find sexy.
Idea
Show that sexy comes in many different forms, all you need is the confidence that smelling good with AXE gives you, to pull it off.
Execution
A mainfesto style video that shows a series of guys and girls who have the confidence to be sexy in their own way.
Notes
This is a such a huge departure from the classic misogynistic deoderant spots they've been running for decades. I like that they managed to take the sexist attributes out of it, without losing too much of their style and attitude. It’s a tough world for cosmetics in the modern era and brands are struggling to adapt to new social values. This one does the job.