The Washington Post

Axe pushes peace in Super Bowl commercial

Axe celebrates world peace in its extended 2014 Super Bowl ad for "Make Love, Not War." (Courtesy of Axe)

The Product: Axe Peace

The Premise: Leaders in North Korea and Iran are among the troubled nations alluded to in this tense sequence of events — an advancing tank, a military march, a soldier with a machine gun.

The Punchline: But just as we’ve begun to think the worst, those soldiers and despots begin to abandon their weapons and embrace the women they love. That military march is a grand tribute to the dictator’s wife. The red button deploys fireworks, not bombs. The message here is peace, as the newest line of Axe is called.

The Verdict: This is something new: A heartwarming commercial from Eau de Bro body spray company Axe. In a departure from their usual schlubby-dude-wearing-Axe-attracts-bikini-babe marketing strategy, Axe has shifted its message to something softer and more broadly appealing. Not only does the ad support a partnership with a good cause — Peace One Day, advocates for global ceasefire — but it’s also gripping and cinematic, with a great twist.

See more Super Bowl commercials on Post TV.

Maura Judkis covers culture, food, and the arts for the Weekend section and Going Out Guide.



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Maura Judkis · February 2, 2014