Axe, Is It Ok For Guys



New spot for Axe by 72andSunny Amsterdam and MPC Amsterdam asks men to rethink masculinity

Directed by Thomas Ralph, the new 'Is It OK for Guys?' spot is the latest installment of Axe's Find Your Magic campaign, which launched last year by urging men to ditch ‘macho stereotypes’ and embrace a more enlightened version of masculinity instead.

With VFX created by MPC Amsterdam, this new spot breaks away from the traditional approach and helps break the cycle of 'toxic masculinity'.

Join the conversation at #FindYourMagic

Credits

Agency

72andSunny Amsterdam

Director

Thomas Ralph

Production Company

Caviar

Executive Creative Directors

Carlo Cavallone, Stuart Harkness

Creative Directors

Laura Visco, Matt Heck

DoP

Joseph Guy

Creative

Georgianna Gregori

Writer

Jorgen Sibbern

Director of Production, 72andSunny Amsterdam

Stephanie Oakley

Film Producer, 72andSunny Amsterdam

Matt Marty

Producer, Caviar

Scott O’Donnell

Production Manager

Charlie Lodder

Editor

Paul O’Reilly & Stitch London

VFX

MPC Amsterdam

VFX Producer

Gwenn Hardouin

Grade

MPC Remote Grade

Grade

George K

Audio Post

Wave Amsterdam

Sound Designer/Mixer

Ed Downham/Alex Nicholls-Lee