Men’s fragrance brand AXE is changing up its market strategy this year.

Rather than sticking to its typical formula of ripped dudes and swooning women, the company has released a new commercial that celebrates less traditional ideas of what it means to be a man.

According to a press release, reported by the Huffington Post, the new “Find Your Magic” campaign encourages men to embrace what makes them unique, rather than perpetuate “outdated views of masculinity.” The 60-second ad—created by advertising agency 72andSunny—features a wide range of men who don’t exactly fit the “macho” stereotype. There’s a bearded dude playing with kittens, a voguing guy rocking a pair of heels, and a man in a wheelchair living it up at prom.

"AXE has always been at the forefront of culture,” 72andSunny Executive Creative Director Carlo Cavallone said in the press release. “With ‘Find Your Magic’ we're out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be – themselves."

You can check out the new commercial above. In addition to the new campaign, AXE will introduce a series of grooming products that will include fragrance-release, anti-odor, and anti-marks technology.