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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.
CREDITS

Client: Axe
Agency: BBH, London

Deputy Executive Creative Director: David Kolbusz

Creative Team: Daniel Schaefer, Szymon Rose, Jack Smedley, George Hackforth-Jones

Product Designer: Rosie Arnold

Strategic Business Lead: Ngaio Pardon

Team Director: Heather Cuss

Team Manager: Amy Forster

Strategy Director: Agathe Guerrier

Strategists: Shadi-Sade Sarreshtehdarzadeh, Tom Callard
Film Credits

BBH Producer: Ryan Chong

BBH Assistant Producer: Laura Graham

Production Company: MJZ

Director: Rupert Sanders

Executive Producer: Debbie Turner

Producer: Laurie Boccaccio

Director of Photography: Greg Fraser

Postproduction: Iwan Zwarts @ The Mill

Editor, Editing House: Neil Smith @ Work Post

Sound: Will Cohen @ String & Tins and Factory Studios
Print Credits
BBH Producer: Sally Green
Photographer: Jean-Yves Lemoigne
Model Builders: New Deal Studios
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