Instead of loads of half-naked women, the latest ad for the deodorant brand, which will be broadcast during the Super Bowl, goes for a very different message.
We are about to head into Super Bowl season, which means the pinnacle of the NFL season if you love the sport, and a whole heap of wildly entertaining new ads if you don't.
Every major company in the US will have new shiny TV spots, and with the costs involved in broadcasting during the game ($4million for 30 seconds), they are desperate to get your attention.
Normally, those purveyors of deodarant Axe, known as Lynx to us in Europe, keep it simple, with a fella spraying himself in the stuff followed by a large group of scantily clad women flocking to him. It's simple, but effective and we have always enjoyed those ads.
But the company has taken a much more subtle turn for their Super Bowl ad, which appeared online yesterday.
Titled Make Love, Not War, it is to promote a new flavour scent called 'Peace' and it is a very simple idea very well executed.
https://www.youtube.com/watch?v=63b4O_2HCYM
