This is the extended cut of AXE Peace ad from BBH London which asks: In a world filled with war, what is the most powerful weapon? Or just "make love not war" like a famous couple said. The campaign "Call to Arms" launches on Super Bowl Sunday and is sure to capture the attention of viewers. There's a sound insight in this, guys simply are less aggressive when they’re in love, so even the coldest Korean dictator might create a romantic gesture like have his uncle killed make a giant picture of his coupling.

Agency: BBH London
BBH Deputy Executive Creative Director: David Kolbusz
BBH Creative Team: Daniel Schaefer and Szymon Rose, Jack Smedley and George Hackforth-Jones
BBH Product Designer: Rosie Arnold
BBH Strategic Business Lead: Ngaio Pardon
BBH Team Director: Heather Cuss
BBH Team Manager: Amy Forster
BBH Strategy Director: Agathe Guerrier
BBH Strategist: Shadi-Sade Sarreshtehdarzadeh, Tom Callard
BBH Product Design: Rosie Arnold
BBH Producer: Ryan Chong
BBH Assistant Producer: Laura Graham
Production Company: MJZ
Director: Rupert Sanders
Executive Producer: Debbie Turner
Producer: Laurie Boccaccio
DoP: Greg Fraser
Post Production: Iwan Zwarts @ The Mill
Editor/Editing House: Neil Smith @ Work Post, London
Sound: Will Cohen @ String & Tins and Factory Studios


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.