Axe Collaborates with Tongal in ‘Kiss for Peace’

By Erik Oster 

Axe collaborated with advertising crowdsourcing community Tongal for “Kiss for Peace,” a digital extension of the brand’s “Peace” campaign that launched early this year with a Super Bowl spot. While that spot was created by Axe’ agency of record BBH, the agency apparently had no involvement with the “Kiss for Peace” digital campaign.

Instead, Axe worked with Tongal community members, selecting four videos from four different directors for the campaign. The best of these, “The Cycle” (featured above) shows a kiss breaking a cycle of violence. It’s a simple, yet unexpectedly emotional ad from a brand not long ago associated with sexual gratuity. Other spots in the campaign include “Guerilla Kisses,” in which strangers are asked to share a “kiss for peace” (hmm, that one sounds kind of familiar…), “Clash and Connect” and “Simple Harmony.” The videos, currently running on the brand’s YouTube page, are designed to raise awareness for Peace One Day on September 21st. We’ve included a couple more of these after the jump.



AXE #KissForPeace: Guerilla Kisses  – Nathaniel Nauert (

AXE #KissForPeace: The Cycle – Beautimus Productions (

AXE #KissForPeace: Simple Harmony – North of Now (

AXE #KissForPeace: Clash and Connect – Zoran Petrovski (