Find your own (Canadian) thing

Axe brings "Find Your Magic" to #TheNorth.
axe

We know you’ve probably seen this video in the weeks since it was launched in the U.S., but there is a new Canadian version that gives us an excuse to talk about it.

As part of its continued move away from its teenage bro association, Axe’s “Find Your Magic” campaign has taken guys whose looks, fashion sense or even disability don’t fit with the standard, six-pack-and-coiffed-hair look they’ve been told to emulate, and convinces them to own it. It’s a refreshing message from a brand whose previous ads were focused on nothing more than luring women into bed. The “#TheNorthEdition” of the “Find Your Magic” spot sees 3Bird take the original spot, created by 72andSunny Amsterdam, and add a few Canada-specific scenes to it, namely a guy in a Toronto Raptors jacket sinking shots on one of the city’s courts. “Living in Canada” might not seem as big of a differentiator compared to some of the other things in the ad, but a message of being happy with the community and people around you instead of looking for somewhere hipper is still a positive one.

The 30-version of the spot is currently online, but keep your eyes on Instagram, where the brand is debuting a 60-second, French version of the video, as well as on Sportsnet and TSN, where the English version will run in time for the NBA All-Star game.

Credits:

Brand: Axe
Agencies: 72andSunny Amsterdam, 3Bird