Axe Body Spray urges you to “make love, not war” in its official Super Bowl ad.
The company is notorious for its predictable commercials that usually go a little something like this: If you wash yourself with our products, you’ll score sexy women. It is a simple message that has entirely encompassed Axe’s marketing message up until now.
This ad marks a new brand relationship with the non-profit Peace One Day organization. The organization’s objective is “to institutionalize Peace Day [on Sept. 21], making it a day that is self-sustaining, an annual day of global unity, a day of intercultural cooperation on a scale that humanity has never known,” according to the site’s mission statement.
In it, soldiers put down their guns for beautiful women, apparently because they smell good. Or something. See for yourself.