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'.

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