“Have you been in love more than once?” “Not like this.”

Deodorant brand Lynx got in the Valentine’s Day spirit with an inclusive spot celebrating all types of love.


Lynx, better known as Axe in the United States and Australia, created the ad to get away from the bro-ish, exclusively straight vibe the brand’s cultivated over the past few years.

“Men In Progress” sees several couples talking about their relationships, discussing everything from favorite body parts and past infidelities to the moments they first fell in love with one another.

The video features a diverse range of perspectives, including a same-sex relationship, a straight couple that shares clothing and a transgender man and his girlfriend, who started off as best friends before becoming romantically involved after his transition.

Listen to their stories below:

For more moving ads, check out our 2016 roundup of the best LGBT-inclusive commercials of the year.


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