Fragrance company Axe has built a grooming products empire by buddying up with bros. Their ads are well known for their sexual humor and exaggerated scenarios. Perhaps that's why Axe's latest ad has come as such a surprise. Instead of focusing on broad humor, the company's Super Bowl spot to promote the new Axe Peace fragrance line is a sprawling epic that seemingly spans to span continents and generations. Axe often visits college campuses and talks to students to discover what topics and themes will captivate their Millennial customers. Right now, [marketing director Matthew] McCarthy says, those topics are peace and harmony. The idea of making the world a more peaceful place is a pretty universal idea. Young people are saying, 'Hey, this world's pretty soon going to be my world and I'm going to be even more responsible for it.'" The commercial ... begins with a montage of classic wartime images. A tank rolls through a devastated European city, an Asian dictator is flanked by Maoist propaganda posters and a Middle Eastern ruler wields a nuclear device. Midway through, though, the narrative is turned on its head as each invader is revealed to actually be making a loving gesture toward a woman. If the typical Axe ad operates on the assumption that sex sells, this one attempts to prove that romance does. So is Axe turning to a more serious tone for good? McCarthy says the company simply has to pick the right message for the right moment. But for now he thinks they've hit a note that resonates.