Axe Commercial: Make Love not War
Axe in their TV commercial "Make Love Not War" aims to sell their product by giving the audience a series of memorable events (war related) that would've had a massive impact on the world by displaying leaders/soldiers of certain countries making life changing choices. Each Leader/Soldier has before them a woman that seems to give them the "drive" to carry out their actions for whatever it is they were fighting for. Axe uses a more emotional appeal that connects the product to the user to transfer the motion of heroism to the main male characters being affected by the axe cologne in order to boost their chances of "getting the girl". Using a melancholic, Dramatic, and Happy tone, directing it's audience more towards Young to Middle aged men.