Axe: Find Your Magic

In this Super Bowl 50 ad, a wheelchair-using ballroom dancer is used to sell Axe body spray. The ad encourages men to reject traditional stereotypes of how a man should look and act. Immediately following a depiction of a flamboyantly-dressed man wearing high heels, the ad asks who needs “the heels when you rock the wheels?”. It suggests that anything that makes a man stand out, properly “rocked”, can also make a man attractive to women… with just the addition of their cheap perfume.

Animated GIF of a wheelchair-using man spinning around on the dance floor, an attractive woman on his lap

Animated GIF of a wheelchair-using man spinning around on the dance floor, an attractive woman on his lap


Disability is not singled out or framed as particularly inspirational in this ad, but presented in a larger group of diverse people.

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