Axe’s “Make Love, Not War” Superbowl Ad
As part of Axe's #kissforpeace campaign, Axe first debuted this ad for their new product, Axe Peace, on the internet and then revealed a shorter version during the commercial breaks of the Superbowl. The ad’s tagline, “Make Love, Not War,” initially seems to indicate that this ad will be different from Axe’s usual sexist romps. And while the ad does attempt to dismantle stereotypes about race, terrorism, and war, it ends up reinforcing them. In addition, Axe’s portrayal of romance on the battlefield is disturbing for the ways it erases violence against women during war and glorifies colonialism…