Make Love, Not War
AXE introduces AXE Peace, both a new line of products and a ground-breaking campaign to bring young people together to affect change with a simple, yet powerful, act: a kiss.
The showpiece of the campaign is a 60-second film and a 30-second commercial titled “Love,” which will premiere nationally on Sunday, Feb. 2 during Super Bowl XLVIII. The spot, created by BBH London and directed by Rupert Sanders, is a collection of global vignettes that cinematically depict the campaign’s theme of “make love, not war” and includes an inspirational call to action: #KissForPeace. The 60-second film debuts online starting today and is live on YouTube.com/AXE.
“Young people care deeply about the future,” said Matthew McCarthy, Senior Director, AXE & Men's Grooming for Unilever. “This generation is socially conscious and more digitally connected than ever. AXE is tapping into this to start a conversation, inspire people to unite globally, and raise awareness about the power of peace in a way only AXE can do – with a #KissForPeace. In a world filled with conflict, we know sometimes the most powerful weapon is love. And as the film dramatizes, for one sublime moment a kiss has the power to make the world a more united and peaceful place.”
AXE is also teaming up with Peace One Day - an international non-profit that drives awareness of world peace - with campaigns in 50 countries set to advance Peace One Day’s goal of peace-building and awareness of Peace Day (Sept. 21), an annual day of non-violence and ceasefire officially recognized by the United Nations member states. The partnership between AXE and Peace One Day will generate unprecedented awareness of Peace Day. In the U.S., AXE will generate exposure and awareness on behalf of Peace One Day through its social network of millions of fans, presence at major lifestyle events, and through online, print and TV advertising, including the TV spot that will air during the Super Bowl, the second consecutive year the brand is appearing in the telecast, expected to reach 164 million viewers.