Gone are the days of average Joes being chased by droves of gorgeous women in Axe commercials. These days, the men's grooming brand is in the mood for something more sophisticated, with a touch of social good.
Axe is promoting its "Peace" line of products with that venerable slogan from the 1960s — make love, not war. The brand's latest ad is a continuation of a 60-second Super Bowl commercial that featured stereotypical war-like scenarios from around the world — all of which turn out to be loving gestures from men to their women.
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This time round, Axe focuses on one of the characters from their Super Bowl ad: a dictator intended to loosely resemble North Korean leader Kim Jong-Un. The connection between the ad and body wash is a little clearer here than in the Super Bowl version.
The connection between a dictator singing the Backstreet Boys and world peace isn't quite as clear.