Unexpected AXE commercial unveiled

Wednesday, January 22, 2014

The Super Bowl XLVIII advertisement stage is heating up with fans getting very exited what their favourite advertisers will showcase this time. Advertisements during the big game’s breaks have earned a cult following from football fans and even those who are not. One of the most popular advertisers during the game is AXE. This year the perfume line is back with its new product, AXE Peace, which will show a whole new different side of the brand.



The AXE Peace ad, titled “Love,” brings the message “make love, not war.” AXE aims to give fans a message of peace and incite change through the simple yet meaningful advertisement for the Super Bowl. AXE has broadcasted this advertisement online.

The AXE Peace collection includes the brand’s categories such as body spray, shower gel, deodorant, face wash, shampoo, conditioner, shave gel and antiperspirant sticks.

New AXE commercial deviates from its usual tradition

This year, fans won’t be seeing women super models magically attracted to some fortunate guy in the AXE ad. The brands new campaign this year won’t have beautiful angels falling from the sky nor astronauts appearing out of nowhere to steal the woman away from lifeguards or fire-fighters. There will be no sexy ladies in bikini for this year’s AXE Super Bowl ad. No sexy ladies taking off their bikinis simultaneously neither.

Though Susan Glenn won't be around for this year’s ad, there will be some really popular milestone events of humanity that will be depicted in the AXE commercial. The ad shows scenes of allusions to World War II, Vietnam War, Middle Eastern regimes, and an oppressive North Korea. Even from the first scene, one can see themes of oppression and war with a solemn piano music in the backdrop.

The ad continues to show scenes that depict a character who resembles North Korean president Kim Jong-un overlooking thousands of people. Another scene shows a man with a suitcase that could be associated to a bomb handcuffed to his wrist. There is also a scene that shows a young soldier gripping his machine gun while on-board a helicopter hovering over the fields of a tropical Asian country. One more scene shows a tank preparing to wreak havoc on an already ruined city. Normally, viewers would think that everything that is happening in the ad is leading to war and destruction. But in the end (spoiler alert), each of the men in the scene shows a romantic gesture connecting with the woman they love. And finally, AXE’s message came out of the screen, which is “make love, no war.”  

The ad that was recently released online will be shortened into a 30-second ad, which will be the version that will be broadcasted during the big game on Feb 2.

AXE ad uses influence to promote peace

Axe ad producer British advertising agency Bartle Bogle Hegarty (BBH) aimed to create something totally different after the Apollo campaign’s massive success in last year’s Super Bowl. Apollo became a big hit due to its contest that will send lucky consumers to space on-board a Lynx spacecraft. That type of promotion strategy brought drastic increase in sales to 50 various markets, which inspired the ad agency for this year’s AXE commercial.

BBH London deputy executive director David Kolbusz said they came up with an idea to take advantage of their influence over that market and do something good by delivering a positive message.

With all the war clich├ęs and violence in the AXE ad that BBH came up with, it forged a partnership with a charitable organization to prove that their positive message of peace is genuine. The ad agency and AXE partnered with Peace One Day. This is a non-profit organization with an advocacy to establish an international ceasefire Peace Day every September 21. Axe gave the organization $250,000 and will be promoting it on Facebook and their ads.

AXE ad evolved from sexist to serious

AXE has a notorious reputation of producing sexist ad, but for this year’s Super Bowl, it took on the 1960s’ peace demonstrators’ slogan, “make love, not war.” This is an evident indicator that AXE turning from sexy to serious.

What remains the same though, is the image of AXE empowering men to pursue the ladies. This year’s AXE ad may not be sexy, but the theme where guys impress the girl is still evident in how the powerful men in the commercial tried to do something sweet for their woman. This year’s AXE Super Bowl ad is definitely a more serious presentation of how their products empower men.

The power of kiss and the social media

Another strategy BBH will use to promote AXE Peace line is to use #KissForPeace in social media sites and encourage couples to post pictures of them kissing each other. These pictures will be displayed on a Times Square Billboard starting January 27 to February 9.

According to AXE senior marketing director Matthew McCarthy, the whole world becomes more peaceful during that brief moment when a man and a woman kiss.

That kiss is a simple, but powerful act that the AXE Peace campaign uses to unite young people and affect positive change.

McCarthy said, the young people of this generation are socially conscious and they care about the future deeply. He also said that love is the most powerfull weapon in this world filled with conflict. That theme was immortalized in the AXE Peace ad through a kiss.

AXE commissioned a survey which found out that 9 out of every 10 youth from 18 to 24 years old in America believe that giving back to the community is very important. However, 87 % of those youth said money and time constraints hinder them from doing so. With AXE’s #KissForPeace, these youth can give back to the community easier.

The Super Bowl XLVIII is fast approaching on Feb 2 at the MetLife Stadium, East Rutherford, New Jersey and advertisers are heating up their promotional strategies. AXE couldn’t wait for the big game anymore by unveiling a one minute ad without the sexy, supermodels, but with peace and kisses.

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