A new campaign created by 72andSunny Amsterdam on behalf of Axe has introduced a new word to the English language: ‘bathsculinity’ – the concept of being confident in yourself inside and outside of the bathroom.
Conveying this concept to US audiences via a series of short films starring actor and comedian Lil’ Rel Howery the men's grooming brand wants to reduce the pressure on young men to conform with past concepts of masculinity. Instead, the tongue-in-cheek ads encourage young men to be themselves and have fun while they’re at it.
Adam Koppel, creative director at 72andSunny Amsterdam, said: “The purpose of the ‘bathsculinity’ campaign is to start a new conversation around masculinity in the 21st century about what it really means to be a man. Finally, stereotypes are being recognised for what they are and men are being encouraged to express themselves more freely and to look after themselves.”
Demonstrating their seriousness the Axe team will ensure the official definition is carried on Wikipedia and the Urban Dictionary to spread the message further.
The Unilever-owned brand has been using its advertising to redefine masculinity and celebrate individuality since launching its global 'Find Your Magic' campaign in 2016.