“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)



Posted by Dissolve

Dissolve Premium (dissolve.com) has been the go-to for quality stock footage and photos by the world's top creative agencies and production houses. Some of the best filmmakers and stock producers from around the world are with Dissolve — our rapidly growing collection of unique, compelling footage is a testament to that. In addition to our quality stock footage and photography business, we launched Dissolve Creators (dissolve.com/creators/community). A platform for photographers, filmmakers, producers, and designers to connect and share their work as free downloadable content. We offer these creatives (amateur or pro) a bridge to our clientele, gig opportunities, networking opportunities, as well as our knowledge of the stock industry.

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