A kiss saves the world in Axe Peace campaign by BBH London

GLOBAL – January 17, 2014 – Axe–the brand often accused of sexism and misogyny–has taken a turn for the affectionate in their latest spot by BBH London.

The ad for their Axe Peace line combines beauty queen sentiments with the brand’s macho voice, resulting in an ad that is clearly different from the subtly sexist, highly sexual fantasies that Axe has become known (and criticized) for.

The spot plays like an epic war movie–windy chopper disembarkations, tanks rolling through ruined towns, Tiananmen Square-esque political gatherings, an intimidating red button, and a woman in a trenchcoat and red shoes–who starts the love fest just when the tension has risen to climax.

At this point, the woman boldly stares an army tank down, a soldier emerges, the woman’s face breaks into an unexpected smile, she calls his name, runs up to him, and they lock in an embrace. And so it begins: another soldier meets his lover with a kiss, the political gathering turns into a gesture of love, and the big red button sets off fireworks instead of an all-out nuclear war.

The ad ends with hippie slogan "Make Love Not War," and leads to the Peace One Day organization, which is the campaign’s partner.

The campaign also includes print ads and a hashtag, #KissforPeace, as well as posters shared on their Facebook page that superimposes text like "Conquered the Love Poem" and "Gives Fearless Footrubs" on serious-looking men in uniform.

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CREDITS

â€¨Client: Axe

Agency: BBH, London

â€¨Deputy Executive Creative Director: David Kolbuszâ€¨

Creative Team: Daniel Schaefer, Szymon Rose, Jack Smedley, George Hackforth-Jonesâ€¨

Product Designer: Rosie Arnoldâ€¨

Strategic Business Lead: Ngaio Pardonâ€¨

Team Director: Heather Cuss

â€¨Team Manager: Amy Forsterâ€¨

Strategy Director: Agathe Guerrierâ€¨