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.