Axe Body Spray’s brilliant new marketing campaign is encouraging men to “find your magic” by celebrating what makes you YOU. The premise is that there are many different kinds masculinity. They really committed by including queer characters in the new ad, including a fierce Vogue-ing diva in heels and indie music nerds catching each other’s eye. The brand said the goal is to encourage young men to be confident in their individuality and get rid of outdated views of masculinity. Senior director Matthew McCarthy said,

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes. We’ve been part of guys’ lives for decades, and Axe champions real guys and the unique traits that make them attractive to the world around them.”

Maybe it really is 2016, despite the 50’s style GOP candidates out there. Watch.

(T/Y Tad; via NewNowNext)