The problem with that Axe #KissForPeace Superbowl ad

make-love-not-war-axe

If you were watching that thrashing of the Denver Broncos by the Seattle Seahawks last night, chances are you caught Axe’s Superbowl ad, which suggested that world peace could be achieved through heterosexual love.

In the ad, four scenes representing international militarism and aggression are interspersed: 1) Iranian nuclear armament, 2) the Vietnam War, via the iconic helicopter scene of Miss Saigon, 3)¬†North Korean mass conformity, and 4) the tank of Tiananmen Square, reimagined with Russian players. In all four scenes, the love of a woman prevents each of the men from military aggression, and the ad concludes with the insipid message: ¬†“Make Love. Not War.”

And while that Coca-Cola ad — and the racist backlash against it — is probably going to grab all the headlines this post-Superbowl Monday morning, I gotta say: yes, this Axe ad was all sorts of wrong (video after the jump).

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