Toxic Masculinity - Changing Views

A brand which is aimed towards males that are starting to change the conversation of masculinity around is Lynx, known elsewhere outside the UK as Axe. They recently launched a campaign titled #isitokforguys, which was created using the questions that men input into search engines; some including: "Is it okay for guys to cry, to be the little spoon, to be skinny?"

These questions show the way in which the ideals of masculinity are being tested, and moving away from traditional values of what a male 'should be'. But it also shows the way in which men are still scared of testing these boundaries and question whether what they do will be judged by others, raising the question who are they asking if it's okay to do something, surely if someone wants to do something they should have the right to make their own decision without the overbearing worry of societies views and expectations. This ad begins the conversation in a way that leads to that mindset and has almost worked in the way that allows people to consider what they're really thinking about the ideals of masculinity and what ridiculous hold they have on people.