Make Love Not War commercial

Axe

Axe, in their commercial "Make Love Not War", aims to sell their product by depicting situations that look similar to war but actually are acts of love. Instead of waging war, the Asian commander has his men hold up cards that show a picture of him and his wife in a heart. Axe uses transfer and emotional appeal in order to transfer the feelings of peace and love to their viewers. Using a suspenseful and surprising tone Axe directs their commercial towards all viewers but their target market is men.