Unilever's Lynx brand appears to have had a personality transplant for this year's Super Bowl ad spot. There's not a naked lady or astronaut in sight.
In a departure for the brand, which is known for its risque campaigns, it is taking a more serious tone with the ad which takes on the theme “make love not war”.
A 60-second and 30-second spot created by BBH London will air on TV in the US with the premier during the Superbowl on 2 February. Scenes show tough world leaders – including a Kim Jong-un lookalike – and military men in bleak warzones melt when they interact with their wives and girlfriends.
The campaign, for the brand's Peace product range due to launch this month, aims to “bring young people together to affect change with a simple, yet powerful, act: a kiss.”
Lynx, called Axe in the US, is asking people to take a photo of a kiss, tag it with the hashtag #kissforpeace and share it online. Images will appear in an online gallery as well as the Times Square Billboard.
The brand has also partnered with charitable venture Peace One Day and international not for profit that aims to promote peace, as part of its efforts to use the brands strength to do good.
Unilever has often been levelled with criticism that the Lynx brand is at odds with the company’s 'Crafting Brands for Life' strategy which aims to build a purpose into its brands and marketing communications.
“Young people care deeply about the future. This generation is socially conscious and more digitally connected than ever. Axe is tapping into this to start a conversation, inspire people to unite globally, and raise awareness about the power of peace in a way only Axe can do – with a #KissForPeace. In a world filled with conflict, we know sometimes the most powerful weapon is love. And as the film dramatises, for one sublime moment a kiss has the power to make the world a more united and peaceful place,” said Matthew McCarthy, Unilever senior director of Axe and men's grooming.
McCarthy's comments are based on research Lynx/Axe carried out that found 90% of young Americans believe it's important to give back to their communities.
Last year the brand’s ambitious Super Bowl campaign pledged to take a fan into space as part of the launch of the Lynx Apollo Fragrance, in partnership with Buzz Aldrin and the Space Expedition Corporation.
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