much appreciated, Axe.

If you've ever seen an Axe commercial, you are probably familiar with their staple plot line: young, beautiful women (usually dressed in scantily clad), who on instinct, immediately pounce on the young men who spritz themselves with Axe body spray, with raw, impulsive, irrational, animal-like intensity.

As a Media teacher, I am aware and understand that these commercials have all the necessary ingredients to effectively sell their product to their target audience. However, I've personally never really had much appreciation for these commercials, nor the Axe product line itself. Surprisingly though, their latest commercial, "Make Love. Not War" (aimed for the this year's Super Bowl slot), was refreshingly the least of what I expected. I'm not exactly sure what the connection is between the content of the commercial to the actual marketing/promotion of their new line, Axe Peace (the last shot of the commercial is the only point where someone is being sprayed with Axe), but I found it to be a breath of fresh air - definitely a nice change, to say the least.

Will this commercial be a new change of heart for Axe? Probably not. But even just a little break from the whole idea that "Sex Sells" goes a long way.