I hadn’t seen this ad until I read your post. I have to say, it is way more inclusive than any other AXE ad I have seen before. I especially liked the drag scene and wheelchair dancing. These two instances specifically address and combat ideas of heteronormativity and able-ism–so way to go, AXE!
I do see your point about the ad still being very masculine and communicating the idea that the product is all about attracting someone. If they could tweak it to be more about self-love and finding oneself attractive, they would have nailed it. But hey, this is definitely a start.
Good post, very thought-provoking!