To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Axe's Super Bowl Spot Imagines World Peace and a Whole Lot of Lovin'

Kim Jong-Un and His Wife, fighting Countries Make Out in BBH London's Big Game Spot

Editor's Pick

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jan 15, 2014
Agency:
BBH London
Client:
Axe
Director:
Rupert Sanders
Production Company:
MJZ
BBH Deputy Executive Creative Director:
David Kolbusz
BBH Creative Team:
Daniel Schaefer
BBH Creative Team:
Szymon Rose
BBH Creative Team:
Jack Smedley
BBH Creative Team:
George Hackforth-Jones
BBH Product Design:
Rosie Arnold
BBH Producer:
Ryan Chong
BBH Assistant Producer:
Laura Graham
Post Production Company:
The Mill
Editorial:
Work Post
Editor:
Neil Smith
Sound:
Will Cohen@ Strings & Tins
Sound:
Factory
Music:
Philip Kay @ Woodwork Music
Executive Producer:
Debbie Turner
Producer:
Laurie Boccaccio
Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Subscribe Now

Become a Member of Ad Age