“Make Love, Not War” — Ads We Didn’t Skip

Ad: “Make Love, Not War,” AXE

Agency: BBH, London

Why: I was instantly captivated by this dramatic approach to body spray — and the gentle ending was a charming contrast.

AXE has toned down its usual provocative, overly sexualized delivery with a tribute to love. Instead of the sexist stereotypes it’s known for, it delivers a more positive social message in this one. Way to step outside your own box, AXE … good job.

Will I buy what they’re selling?: Not a chance. I still think AXE Body Spray should be solely the domain of a sweaty high school boy just getting out of gym class or heading out on his first date.

— Chelsey (@ChelseyPatrick7)

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