When given the choice of any brand that specifically targets my demographic, I chose Axe. The brand has a history of successful advertising among young men. However, I wanted to revamp their image with a new campaign that does not objectify women in the way their ads have done in the past. I wanted to highlight the fact that this campaign does not follow that path by actually pointing out that the viewer no longer needs that photo of an attractive woman in the ad, because the product was so good, they probably have a girlfriend of their own now. And with the new Axe product that is actually for women, they can share the new women's Axe body spray with her.