Women can be fickle. That’s nothing new.

The latest attempt by the opposite sex to evolve and meet those ever-changing needs comes in the form of a new, crowdsourced fragrance (and accompanying campaign) by Unilever’s Axe. Traditionally known for their tawdry, sexy advertisements that feature women regressing into sex-crazed vixens at first sniff, the men’s fragrance developers charted a new course with their latest product debut.

Twist is a new fragrance, co-created by consumers and the brand. The first ad shows a robot repeatedly making over a guy over the course of a date night, supposedly to keep the object of his affection interested.

But perhaps even more relevant than its commentary on the intricacies of dating, is what this new campaign says about the rise in co-creation and the need for two-way conversations between brands and their consumers. The marketing landscape has changed, in large part due to social media and the shift from top-down sales techniques to two-way conversations. It’s nice to see that advertisers are evolving to meet these needs. Women aren’t the only fickle ones, it turns out.

Read more about the campaign here.