Axe buys a 30-second ad spot in the Big Game… and they’ve got an even bigger message for the men in the crowd
Rushing to get into shape for the Big Game? Rush no more. Axe is returning to the Super Bowl with a 30-second ad in place with agency 72andSunny backing them up.
In an unusual step for the company, the Axe 2016 Super Bowl commercial will ask men to embrace their masculinity, in whatever form it might take.
Axe made the decision to purchase a Super Bowl 50 slot after witnessing the incredible success of their new “Find Your Magic” campaign. In the 60-second ad, we see men of all shapes and sizes embracing their individuality - and their manliness - in a variety of unexpected ways. From heels to mohawks, this ad breaks down stereotypes!
Axe says…embrace your individuality
The company’s decision to secure a spot in the Big Game comes from the success of their two-week long “Find Your Magic” campaign which has sparked the attention of thousands of people from all over the world and encouraged them to “‘celebrate individuality and champion inclusivity.’”
Senior director of Axe, Matt McCarthy, said the Super Bowl is the ideal event to “‘share the powerful stance on individuality and masculinity,” and they hope to get both men and women in on the conversation.
Axe is bringing its great "Find Your Magic" commercial to the Super Bowl. https://t.co/kHE0hamrZr pic.twitter.com/zDe7BGUXdW
— Adweek (@Adweek) January 28, 2016
On the same path as Always?
While the Axe 2016 Super Bowl commercial is targeted more towards the men in the crowd, it looks like they are on a path similar to the one taken by Always, who last year aired an ad with a strong message for the ladies. Always had launched their “Like a Girl” campaign in June 2014 and after seeing its success, the company decided to bring it to the Super Bowl in 2015.
In the ad, a number of men and women are challenged with the question of what it means to do various actions “Like a Girl.” The ad confronts the topic of femininity while tackling many of the negative stereotypes that are usually associated with being a girl.
Catch their #LikeAGirl Super Bowl XLIX (2015) ad here:
What have they done in the past?
While Axe may have taken a similar route to the Super Bowl as Always, they are no rookies to the ad game. The company’s last appearance in the Big Game was in Super Bowl XLVIII (2014) in which they aired a 60-second commercial called “Make Love, Not War.”
Watch their ad here:
The company is joining the Game Day hype along with these 2016 Super Bowl advertisers and they definitely have us antsy to know more.
