In a sign either of how much men have changed, or of how much Axe has changed, the latest ad for the Unilever brand's men's hair care looks to prove that its target user is not just another pretty head of hair. The ad from Interpublic's Ponce, Buenos Aires features attractive millennial men who can fry eggs, level tables, cut onions and fold fitted sheets, yet also have skills to hold down some kind of job outside the home.
Ponce's Luigi Ghidotti and Hernan Ponce created the ad, directed by Megaforce with music by Salmon Osado. We're somehow reminded of this classic 1980 ad for the fragrance Enjoli featuring a similarly well-rounded woman.
This story also appeared in Ad Age's Lowdown.