Deodorant brand axes the alpha male

By By Amy Kellow | 18 July 2012

Male grooming brand, Axe, has rolled out a new American ad that well and truly turns the gender tables of the stereotypical genre. Narrated by and starring actor Kiefer Sutherland, the commercial looks away from the animalistic alpha male and onto his more modest counterpart, in a relatable and soulful way.

The ad touches on the topic of school boy heartache, as one hormonal soul yearns for the affections of the 'Susan Glenn'. 'Susan Glenn', of course, being the embodyment of the goddess-like girls who fill the dreams of many adolescent males.

Despite upholding the familiar story of 'getting the girls', the ad does so without the bikini-clad babes who quiver at the scent of the perfectly-perfumed male, which is the tired theme used in scores of Axe/Lynx commercials.

Created by BBH New York, the ad carries the tagline 'Fear no Susan Glenn' and is targeted at upping the confidence of young males, instead of promising earth-shattering attention to the cocky, tight t-shirt wearing crooners.

We reckon the commercial is a refreshing change for the brand, and a welcome entrant into the market. Do you agree?

What do you think of the campaign? Let us know your thoughts in the comments below.

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