Axe is aiming to bring world peace this year for their Super Bowl ad. The ad will coincide with the launch of their new Peace fragrance range. They have also created the hashtag #KissForPeace where people can get their picture on a billboard in NY times Square if they take a picture of them kissing their partner.
This is another step towards Axe being a little less about just creating soft porn for teenagers, and instead adding a little more of a balanced view to their advertising.
Work by BBH London.