Axe is a male grooming product line marketed to men and owned by a French Company named Unilever. “Find your Magic” is a sixty second promotional commercial created in 2015 and can be seen on TV as well as online. The ad was created by Unilever to mark the end of an era of "babe-magnet" advertising and launch a global promotion that's not about attracting women at all. Instead it calls on men to find their magic with the ad by 72andSunny Amsterdam, a global commercial advertising company (Creativity Online). In the past, they were known for their sexy and humorous ads featuring firefighters, angels, astronauts and other unrealistically attractive occupations. The ad “Find your magic” is directed toward not the perfect man, but to the everyday guy, the average -joe-. The purpose of the ad is to make a profit, but it is also to generate the idea that “the magic” or the quality that defines your masculinity is already within the consumer and the pitch is a “help us help you” mentality. The ad itself is a series of clips of countlessly different types of masculinities …show more content…
The confident tone suggests that Axe is confident when the narrator says with full and unquestionable confidence: “who needs some other thing, when you got your thing” (Find Your Magic). Meaning you don’t need something to make you a man; you just need to have confidence in your masculinity. There is such an assurance in his voice, when he is telling men to feel “confident” about their “magic.” Axe did this because they want the world to know, “men all have their own “thing” something special that makes them attractive to the world, whether it’s their walk, their talk, their smile or their style- it’s their magic and they should be self-confident in their magic (InspirationRoom). The tone of this commercial is a message to all men who have been subject to judgement based on their manhood: that they should be confident in the fact that they are