Is it okay for a man to wear makeup? Is it okay for a man to cry? Is it okay for a man to put on a pink shirt to go to the office? These questions that may seem silly to many are actually what men ask themselves in private, or at least that's what their queries on Google suggest.
For its new advertising campaign that opens today, Ax, the firm best known for its male deodorants, has been inspired by real queries of this type made by men in the famous search engine. They have also been supported by a study by the non-profit organization Promundo, according to which 72 percent of them have ever heard stereotypical comments such as “man up”, “don't cry”, or “don't be a baby”, to draw attention to the stereotypes of which men are also victims.
There is no doubt that in recent months we are witnessing an advertising revolution. The brands have understood that there are a thousand and one types of women and men and they have to address everyone. Thus, we saw last week the Dove campaign with its boats in different shapes and sizes trying to imitate the different bodies of their clients and now this Ax initiative that aims to motivate the community to fight against “toxic masculinity” and understand that it does not there is only one way to be a man. Unprejudiced.
Comedian and influencer David López has wanted to join the cause, sharing his stories and personal experiences that make him feel good in his skin, but being true to his style and with a touch of humor. "When I don't have yellow spots under my armpits, I jump with joy," he says jokingly on his Instagram account.
Are we facing a new anti-male era?