When something becomes tired, stale or predictable, it's a sign that a pivot is on order. That's why the new Axe Peace campaign is so incredible - they have completely thrown out the near naked girls and messages around getting laid with a spray in favour of something much more emotive and poignant.

I wonder if Axe has taken a page out of the Old Spice book - if women are actually the ones buying body spray in the supermarket, creating a broader appeal outside of just teenage boys could have a bigger business impact.

Kudos to Axe for trying something bold.