Axe and BBH produce a winning ‘Kiss for Peace’

At last we’re getting some brilliant ads!

We had Guinness’s ‘Sapeurs’ from AMV/BBDO earlier this week and now it’s ‘Love’ for Unilever spray Axe (makes boys seem vaguely human) from BBH.

This is Axe’s Super Bowl offering on February 2.

In line with this year’s trend it’s brands saving the world but BBH is rather good at this, for Axe, anyway, having its tongue firmly in cheek. Which allows it to get away with Tiananmen Square/Hungary 1956 and North Korea references.

The campaign is supporting the Peace One Day charity which aims to stop people killing each other (some hope).

But the suggestion that a kiss helps might lead to some interesting, Axe-infused, social encounters.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.