Somehow, Axe manages to do the seemingly impossible in the 60-second version of this spot to run in this year's Super Bowl, created via BBH London. It goes beyond the T&A approach that has marked most of its previous outings, without entirely sacrificing scenes featuring a hot girl and a hot guy making out. The spot, which was released on YouTube, introduces the Axe Peace line, and opens with shots of military helicopters flying over what seem to be South East Asian jungles and a tank driving down the streets of a destroyed city. A scene of Tiananmen Square also appears, on the verge of potential chaos, as does one featuring a generic Middle Eastern world leader, poised to press an ominous-looking button.
But this is an Axe ad, so world destruction is probably not in the cards. As expected, things turn out to be much more focused towards love, rather than war -- perhaps the result of despotic world leaders finally managing to get their hands on some Axe (the Middle Eastern leader is shown shirtless at the end, liberally getting sprayed.)
Rupert Sanders of MJZ directs the spot, which closes with a plea to support a nonprofit organization called "Peace One Day." A microsite invites you to share your own #KissforPeace. There's also a print component.