Lynx (Axe) continues to move away from its old, babe-magnet messaging image and re-examine what it means to be a man in the 21st century in a new social and digital media campaign from the U.K.

The Unilever deodorant brand, which first attempted to change its image with 72andSunny's Find Your Magic campaign last year, has created a series of documentary-style films by TMW Unlimited in which a cross-section of British men talk honestly about a range of personal topics, from the last time they cried to how they feel about their body and their relationships with their fathers. The videos invite viewers to contribute to the conversation on social media.

Filmed in black and white by David Stoddart at Dark Energy, the films focus mainly on ordinary men although one (seen here) includes interviews with professional boxer Anthony Joshua and soccer player Bobby Petta talking about the last time they cried. Their responses are searingly honest and include Petta breaking down in tears when he talks about seeing his father cry.

David Titman, marketing manager, Lynx, Unilever, said: "'Men In Progress' was created to highlight what it means to be a guy living in the UK in 2017 and is designed to challenge labels that prevent men from expressing themselves."

It's certainly a far cry from the days when Lynx was all about attracting the ladies -- there's not even a mention of women here.