The Axe effect was turning somewhat stale – after more than a decade using the same proposition – so the deodorant brand decided to change its brand proposition. Quite exciting. And an honour for 72andSunny Amsterdam to help create it.

According to the press release, research by Axe “showed that despite social progress, men still feel overwhelming pressure to conform to masculine ideals — and that male confidence is shockingly low.” On top of that, the brand learned that women find men who are comfortably themselves most attractive. That was the starting point for 72andSunny.

To address the insecurities of men sounds Axe wants to become the new Dove – mind you, both owned by Unilever. But since you can’t talk about ‘real curves’ to men, 72andSunny came up with: “Find your magic”, a nicely written, energetic and visually rich 60s commercial that launches a beautycase full of new male grooming products.

And it goes without saying that Axe will role out this campaign across every digital medium you can imagine. With ‘Instagroom’ tips (also for women?), for example, and by partnering with Vice to create “content celebrating modern male individuality”.

The film was directed by François Rousselet, shot by Nicolas Loir, produced by Division, edited by Amanda James. The post production was done by Mathematic and the sound by 750MPH (song: ‘Diamond Hoo ha man, by Supergrass).