Tensions, reunions, kisses, and surprises... there are "aww" moments in the Axe's new commercial that make the audience feel relieved and hopeful.
For its new product line, AXE Peace, Axe partnered up with Peace One Day to produce this ad that supports the organization's cause to make a peaceful world. Whether Axe is genuinely caring about the cause or not, it is very smart of Axe to collaborate with Peace One Day.
Axe can broaden its customer base. Unlike Axe's typical ads, there is no frantic women chasing after a sweet-smelling man in the new commercial. Instead, there are happy couples embracing and kissing to celebrate the moment. Plus, this takes place in regions where people suffer from dictators and wars. The tag-line "Make love Not War" has a strong appeal especially to young generation who is socially conscious and cares much about harmony and peace around the world.
The AXE Peace commercial has already generated buzz online reaching over 1.3 million views on Youtube. It is not sure if it is part of Axe's rebranding initiatives, but at least, it is a good surprise to see such a brand is trying a caring and serious image.
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