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Axe Takes New Ad to Super Bowl

Unilever Brand Cites Positive Response Since Work From 72andSunny Launched

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Axe will take a 30-second version of its new "Find Your Magic" ad to the Super Bowl on Feb. 7, the company said, in a late-game decision after favorable reception to the work released two weeks ago from 72andSunny, Amsterdam.

Matthew McCarthy, Unilever senior director for Axe and men's grooming, said earlier this month he had no plans to run an ad in the game, though "that could change." Now it has.

"I am encouraged by the overwhelmingly positive response the Axe message has received," he said in a statement today. "The Super Bowl is a great place to share this powerful stance on individuality and masculinity, and the scale allows us to bring more men and women into the conversation."