Axe on Men
Do you remember when a few sprays of Axe would attract herds of bikini-clad models?
Well, times have changed. Unilever’s Axe and its Amsterdam-based agency, 72andsunny, buried the macho, testosterone-loaded, and sexist image in favor of a more understanding approach to manliness.
After the Find your Magic campaign, Axe goes further into the debunking of male stereotypes. Based on Google searches, the "is it OK for guys" campaign reminds men that they are not alone in the questioning of their masculinity.
"Is it ok to be a virgin?", "Is it OK to be nervous?", "Is it OK to wear pink?". By putting these interrogations in the limelight, the brand seeks to break the cycle of toxic masculinity and address the underlying cultural issues and restrictive definitions of manhood.
The result is a powerful, authentic, and thought-provoking ad. And is without any product placement.
Unilever, who also owns Dove, might be on the right track for smarter advertising.
Watch out, Old Spice Man!
The Tech World’s Abuzz
We’re in the midst of the busiest tech-news season, during which the world’s heavy-hitters announce their future plans. Here’s a rundown of the most exciting announcements thus far:
Facebook directly took on other major tech players at its F8 conference by predicting the demise of the screen-based gadgets via its plans for “smart glasses.” Indistinguishable from regular glasses, the device would project your games, videos, and conversations right into your eyes.
Facebook also announced the development of smart AI bots, allowing businesses to communicate with customers via Messenger in real-time.
Finally, the company shared its next foray into the augmented reality arena: Camera Effects. The platform allows external developers to build augmented-reality apps that are accessible via Facebook’s in-app camera, “… theoretically open[ing] the door for Facebook to host the next phenomenon like “Pokémon Go.’”
Microsoft
At Microsoft Build, the company released a set of motion controllers that add-on to its mixed-reality headsets. “Microsoft has been making strides in fulfilling its vision of ‘mixed reality,’ a mesh of virtual and augmented reality. The headsets — which stand out from the competition because they’re fully tracked by sensors in the headset rather than externally — will ship later this year.”
A public preview of developer tools for Cortanta, Microsofts vitural assistant, was also released. Though it’s lagging behind Google and Amazon efforts in the same space.
The company’s annual I/O conference was held in California last week and featured a slew of new software announcements and updates on the continued rise of Android user numbers.
Google Assistant, a sort of supercharged Siri, can now analyze the world around you via your phone’s camera using a technology called Google Lens. Point your phone at a restaurant façade and you’ll be able to see its rating, a flower and you’ll be told its species, Wi-Fi login credentials and your phone will auto-connect to the network. Previously only available for Android, Google also announced Assistant is now available to iOS users.
Google Assistant is also integrating with Google Home, the company’s smart speaker, to make the device more valuable in its own right. It can show your calendar for the week on your home TV, send directions to Google Maps on your phone, and more. Home will also function as a phone, a Bluetooth radio, and can control HBO Now, Hulu, SoundCloud, Deezer, and more.
Apple
Apple is the final piece in the global tech puzzle, with its Worldwide Developers Conference coming in just a few weeks. Facebook, Microsoft, and Google are holding the company to high standards, though it’s unlikely Apple will disappoint. In the meantime, take a look inside Apple’s new, spacey HQ.
