Axe Brings Message of Peace to the Gender Wars, and the World, in Super Bowl Spot

'Make love. Not war' is a farewell to smarm

Axe, the Unilever men's personal-care brand known for inciting controversy in the gender wars with ads often deemed sexist, wants everyone to just get along in its 30-second Super Bowl spot—which co-opts the famous old slogan "Make love. Not war" to push a new product line called Axe Peace.