Morning Update: Lynx goes metrosexual; Al Jazeera US channels axed; Droga5 actor protest; Publicis eyes Cheil stake

Alex Hayes

January 14, 2016 8:33

https://www.youtube.com/watch?v=WzTSE6kcLwY

Creativity: Axe Adds Guy-Chases-Guy Scenes to Its New Take on Masculinity

Looking to “shed outdated views of masculinity,” Axe is veering from its historical girl-chases-guy storylines to show guys chasing guys, if ever so subtly, in a new campaign from 72andSunny.

The first work for the Unilever brand from the agency it appointed last year features the tagline “Find Your Magic” and a video showing one man dancing in women’s clothes and two others exchanging looks in a record store. Another out-of-home ad, titled “Androgynous Kiss,” shows two men preparing to kiss.

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Alex Hayes

Alex Hayes worked for Mumbrella from 2013 to 2017 in roles including editor and head of Mumbrella Bespoke.

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