AXE/LYNX Peace

Interesting new ad from AXE/LYNX.

It's a different approach and they seem to have done away with the AXE/LYNX Effect approach.

Gone is the spray more, get more idea and it seems to have replaced with a spray more, fight less one.

Not sure why, I'm not privvy to the strategic plan for the brand. In any case and for whatever reason, what they've ended up with is still a decent ad. I just wonder whether it'll be another one-off (or three) before the direction changes once more or whether this is the start of a new and long running campaign.

My hunch is it may be the former, simply because this idea seems to depend entirely on this particular sprays name. But then again, does it really matter?