Axe trades the buxom babes with minimal wardrobing for something bordering on social commentary. In a world filled with war, what is the most powerful weapon? To launch it’s new fragrance, Peace, Axe is asking young men to make love, not war.
Precisely no one would have put any money on an advertising equation that results in Axe + Super Bowl = world peace. But then, few would have predicted that Axe would be sending its users on a space voyage, but the brand has been nothing if not ambitious lately.
The first moments of “Make Love, Not War” from agency BBH London and director Rupert Sanders, draw on iconic images of the world’s most significant conflicts: tanks rolling through a decimated town in World War II; Just when you think that all hell will break loose (which is about the exact moment you start thinking, is it terrible that Axe is appropriating such powerful, solemn imagery?), the tables turn.
