Last but not least: Axe against the gender war
In its «Axe Peace» product line campaign, Axe is calling for peace worldwide under the slogan «Make Love. Not War.» With its latest TV commercial, the men’s grooming brand is burying the hatchet in the “gender war” for which it has been criticized in the past.
Because Axe advertising promises uninhibited women to clean and seductively Axe-scented men, the Unilever brand has repeatedly driven women's rights organizations to the barricades (Werbewoche.ch reported). In the current TV sport of the "Make Love. Not War" campaign, the men's cosmetics manufacturer takes an unusually romantic approach.
The TV commercial shows well-known war scenes from the 20th century: a helicopter mission in Vietnam, a military parade in North Korea or Ahmadinejad with his finger on the red button. However, the war scenes are peacefully resolved by the soldiers and dictators falling into the arms of a woman - "Make Love. Not War.". This time it is not half-naked women who succumb to the infamous Axe effect, but the warring men to their feelings. (sis)
