Popular men’s grooming brand Axe is, once again, challenging masculine stereotypes with a powerful new ad and social media initiative.

Released Wednesday, the “Is It OK For Guys?” commercial highlights a number of tough questions that many men privately struggle with. The identity-based questions are heard in voiceover (”Is it OK to not like sports? Is it OK for guys to wear pink?”) as images of diverse men appear onscreen. Some reference sexuality head on: “Is it OK to be a virgin? To experiment with other guys?”

The new commercial is a follow-up of sorts to 2016’s “Find Your Magic” ad, which featured a vogue-ing dancer and two men sharing a flirtatious glance in an effort to to deconstruct “outdated views of masculinity.” Read more via HuffPost