Axe’s new commercial asks viewers to question what masculinity really means as part of its ongoing effort to change its “sex sells” marketing mentality and leave traditional machismo behind.

Axe’s new commercial asks viewers to question what masculinity really means as part of its ongoing effort to change its “sex sells” marketing mentality and leave traditional machismo behind. The ad calls attention to the Millennial male as part of the genreless generation, detailing Google searches about what it’s “OK” for guys to do—not liking sports, and wearing pink for example—and ending with the question, “Is it OK for guys to be themselves?” Only one-third of males tell Ypulse they identify as “completely masculine,” and brands like Axe are beginning to embrace the gender blur. (MediaPost)