Was Axe right to drop BBH’s ‘angels’ for 72andSunny’s ‘Find Your Magic’?

Unilever’s Axe quit BBH for 72andSunny Amsterdam last year and here’s the debut global campaign from the new agency ‘Find your Magic.’ Apparently agency and client have been examining young men, to discover that “men still feel overwhelming pressure to conform to masculine ideals — and that male confidence is shockingly low.” Well, let’s face it, we are pretty useless.

Anyway, the thing to do is to forget the stereotypes and be yourself. The campaign breaks in the US on January 18 with print and outdoor too along with all sorts on online advice offerings for rudderless males.

Here’s the campaign that won fame and glory for BBH.

You can see what Unilever is trying to do with the new campaign, create a kind of Dove for blokes (I know Dove has some male products too). Which clearly wasn’t the previous campaign’s agenda, It was just trying to entertain us and sell Axe. But I don’t think there’s much doubt as to which of these two was the better ad.

However this ’empowerment in the digital age’ stuff is what lots of big clients seem to want these days. Be a shame though if it means that angels-type films disappear.

So for 72andSunny’s effort….MAA creative scale: 6. And we’ll see what happens.

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