Disgusting New Axe "Make Love, Not War" Campaign

The latest commercial airing for axe products right now involves four scenes depicting war scenarios in 2nd world war, Vietnam war, and tensions in Iran and North Korea. In each scene it appears as if the aggressor is about to commit a horrible act against either another visible human (in the case of the first two scenes involving ground forces) or unseen population (in the second two scenes representing known tyrants).

On the surface, the message appears endearing, but it covers a disturbing idea, or at least creates confusion when confronted with reality. Because of this, my initial reaction was, "Why is this making light of the horrible atrocities these dictators have committed." The reaction is mixed on youtube, with most falling for the surface fluffy message ignoring the disturbing factors. However, there are some that are disturbed. They don't seem to be able to put their finger on why, and are quickly attacked by others.

Maybe I can spotlight my reasons.

In the past, Axe created a borderline frustration, as it promoted a carnal lust as love, an idea not too uncommon today. "Use this, and you'll be irresistible to women." Of course, this message drags this to the point where the women are unaware or apathetic to the fact that there are multiple women engaging with this single man. Rarely in the commercial do they even fight over the man, satisfied to merely be engaged in intimacy simultaneously.

I suppose they felt the need to mature this message. Apparently Axe now produces true love capable of averting even war. At least that's the overt message. However, when you couple this with the fact that they equate the love of a war world 2 ground soldier with the love of a tyrant to his forced marriage, the message becomes disturbing. Added to that is the reality of these tyrannic cultures. Where women are treated less than human. Axe is either, changing the man who's wearing it, or, based on past Axe messages, is making the woman apathetic to their condition. It's this liberal, all people can be reformed, nonsense again. Another naive attempt to ignorantly believe that there's no such thing as evil. Instead of carrying a sheep into battle, we'll carry Axe.

First they make light of love. Putting higher value on a man manipulating carnal lust in women, disenfranchising women in a derogatory way.

Then they make light of the atrocities committed by tyrants. Disenfranchising women by making light of their suffering in these backwards parts of the world.