Superbowl Commercials

Instead of the annoyance normally associated with commercials, viewers who happened to catch the Axe Peace, Make Love, Not War advertisement during the 2014 Super Bowl experienced unexpected positive and uplifting feelings. This short sixty second video has the effect of leaving them wondering if an advertisement for body spray could possibly bring about world peace through love. The images of powerful leaders, war-torn countries, and vast armies in the beginning of the video set a serious tone until, in each situation, a loving action is enacted by the leader with his wife or girlfriend. The commercial’s somber piano track combined with images of war capture the attention of the audience; concluding with love as the victor in all situations, and only a brief glimpse of the actual product being advertised. Despite this, Axe relies on the fact that peace and love are universally valued by all, leaving the audience with a feeling of hope and a belief that by purchasing the product they may be supporting peace in a small way.

The first thirty seconds of the commercial consist of showing multiple powerful leaders in classic war-time scenarios, coupled with glimpses of bleak landscapes and ravaged cities. The men shown are modeled after real-life leaders, including former Iranian President Mahmoud Ahmadinejad and Kim Jong-un, Supreme Leader of North Korea. Other scenes include allusions to World War 2 and the Vietnam War, further appealing to the viewer’s feelings concerning the hopelessness and disheartenment of all wars by including small glimpses of these two well-known engagements. World War 2 is described by many as “a good war”. This view is based on the fact that it was fought against fascism fo...

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...o viewers, using the credibility of the organization to convince them that Axe is indubitably supporting their message. While the commercial successfully elicits memorable and strong emotions from the viewers, it is difficult to see a connection between a body spray and a peace promoting organization. Because of this, Axe is relying on the emotional appeal of peace and love and the credibility of the above mentioned organization to persuade the audience to buy their product. Their goal being to admit that, although the product and topic of peace in the commercial do not merge well, buying the product will conceivably bring peace to realization.

Works Cited:

Youtube.com. Axe Peace, Make Love, Not War, 2014, Web. 30 Jan. 2014.

History.com. A&E Television Networks, 1996-2014, Web. 12 Feb. 2014.

Britannica.com. Encyclopaedia Britannica Inc., 2014, Web. 12 Feb. 2014