Axe "call to arms" by Bartle Bogle Hegarty

The deodorant brand Axe (Lynx in the UK) spoofs famous despots in an ad for its new spray, Peace. Bartle Bogle Hegarty created the spot, which will break in the US during the Super Bowl on 2 February. Based on the theory that men are less aggressive when they are in love, the ad shows dictator doppelgangers including North Korea’s Kim Jong-un and the former Iranian president Mahmoud Ahmadinejad looking full of menace. But what the viewer thinks will be acts of war turn into acts of love. For instance, Ahmadinejad sets off fireworks for his girlfriend instead of a nuclear bomb. The work was created by Daniel Schaefer, Szymon Rose, Jack Smedley and George Hackforth-Jones. It was directed by Rupert Sanders through MJZ. Post-production was by The Mill.


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