AXE - PEACE - (2014) 1:50 (USA)

This is the extended cut of AXE Peace ad from BBH London which asks: In a world filled with war, what is the most powerful weapon? Or just "make love not war" like a famous couple said. The campaign "Call to Arms" launches on Super Bowl Sunday and is sure to capture the attention of viewers. There's a sound insight in this, guys simply are less aggressive when they’re in love, so even the coldest Korean dictator might create a romantic gesture like have his uncle killed make a giant picture of his coupling.

Agency: BBH London
BBH Deputy Executive Creative Director: David Kolbusz
BBH Creative Team: Daniel Schaefer and Szymon Rose, Jack Smedley and George Hackforth-Jones
BBH Product Designer: Rosie Arnold
BBH Strategic Business Lead: Ngaio Pardon
BBH Team Director: Heather Cuss
BBH Team Manager: Amy Forster
BBH Strategy Director: Agathe Guerrier
BBH Strategist: Shadi-Sade Sarreshtehdarzadeh, Tom Callard
BBH Product Design: Rosie Arnold
BBH Producer: Ryan Chong
BBH Assistant Producer: Laura Graham
Production Company: MJZ
Director: Rupert Sanders
Executive Producer: Debbie Turner
Producer: Laurie Boccaccio
DoP: Greg Fraser
Post Production: Iwan Zwarts @ The Mill
Editor/Editing House: Neil Smith @ Work Post, London
Sound: Will Cohen @ String & Tins and Factory Studios