AXE Peace's new marketing campaign is a mix of aggressiveness and tenderness all at the same time. The campaign takes a look at the current global conflict and puts its own AXE branded spin on it.
The commercial starts out with different war-themed scenes. We see what looks to be North Korea or a similarly themed Asian country with a young leader leading a rally, a soldier landing a helicopter and a tank rolling through ravaged streets. The music at this point in the ad the music is more serious and the surroundings are bleak.
This beginning scenes are simply a ruse though as the tone switches over to a much softer tone as we see the young leader and the soldier professing their love to their beloved and the man in the tank confronting his love as well. The main message is to preach love, not war and it does this through literal example.