"In a world filled with war, the greatest weapon is love. Make love, not war with new AXE Peace™."
This is the powerful message of AXE's new campaign, in partnership with the Peace One Day organization. The #KissForPeace ad takes a tonal divergence from previous ads for the men's body spray, which are usually more upbeat and even juvenile, marketing to a stereotypically teenage demographic.
But there's no joking matter here, with images of international war, Middle Eastern conflict, North Korean communism, and above all, love conquering all.
Check out an extended version of the ad below: