Unilever's AXE (Lynx in some markets) has switched from BBH to 72andSunny with a radical departure from the earlier, long-running and much loved "babe-magnet" approach.
While the set up of the new work "who needs a six pack ..." is all very good, am not too sure the old work was ever suggesting you did either.
The older work put Axe across as a powerful pheromone for even the least likely guys, the new work, asks you to work on your own talent and groom yourself.
While the work's colorful, it doesn't have the impact, humour or I suspect "talkablilty" of any of the earlier work.
I suspect this is a case of too much trend-watching getting in the way of two core fundamentals in marcoms - be relevent and be interesting. In jumping on a trend its easy to lose a role for the brand.