Last year Lynx/Axe launched a striking new approach in its advertising that raised questions about the stereotypes surrounding masculinity (some of which had arguably been reinforced by its own laddy ad heritage). It continues these ideas in its new ad campaign, which is inspired by some of the questions that men privately type into Google, including ‘is it ok to not like sport?’, ‘is it ok for guys to wear pink?’ and ‘is it ok to be a virgin?’. Accompanying the central film is a series of short responses to the questions from real guys that will appear via Google. Agency: 72andSunny Amsterdam