Featured Video Play Icon


This ad for Axe, a division of Unilever that sells and markets male grooming products, is part of a campaign called “Find Your Magic.” The ad poses a series of questions to the viewer, showing men of different ages, races, ethnicities and sexual orientations in a variety of scenarios. The ad’s penultimate question asks: “who needs some other thing when you’ve got your thing? Now work on it!”


What is the “magic” the ad refers to? How is it related to doing “your thing”?

What kind of images of masculinity are portrayed in the ad?

Does the advertisement reinforce or challenge traditional male body ideals?

How does the product (Axe) play a role in the message the ad is trying to convey?

Our Funders