Axe built its brand on male stereotypes. Now they're trying to undo the damage.

The brand's 'Is it OK for guys...' ad contains an important core message.

Axe's latest ad is a major rebuke of everything they've built their brand on — and it's totally awesome.

The ad titled "Is it OK for guys..." encourages its audience to break free of macho stereotypes and rethink masculinity, a continuation of its 2016 "Find Your Magic" campaign.

GIF from Axe/YouTube.

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