The Axe Peace Line of Products Preaches Love Over War
Michael Baxter — January 23, 2014 — Marketing
References: theaxeeffect & laughingsquid
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.
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.
Trend Themes
1. Aggressive/touching Ad Campaigns - Businesses can create ad campaigns that are both hard-hitting and emotionally powerful to effectively send a message.
2. Cause-related Marketing - Companies can focus on promoting social causes while still promoting their products to appeal to socially responsible consumers.
3. Humorous Spin on Serious Topics - Businesses can elicit a positive response from viewers by adding humor to topics that are generally viewed as serious or disheartening.
Industry Implications
1. Personal Care Products Industry - Personal care companies can use their products to promote social change and appeal to customers who value social responsibility.
2. Advertising Industry - Advertising firms can create ad campaigns that promote important social messages by utilizing unique storytelling techniques.
3. Entertainment Industry - Film and media companies can create content that highlights important social messages in unique and creative ways.
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