By Dan Greenberg (Originally posted on FastCompany.com)
Axe body spray, once the embodiment of inane advertising, recently made a tectonic shift in its branding when it launched its “Make Love, Not War” Super bowl spot with a surprisingly poignant message and conspicuous lack of sleaziness.
Why the switch? Because we are in the midst of a meaningful content movement. From both the creative and technological side, modern media is undergoing a paradigm shift away from vapidity and towards to deeper meaning. This fundamental shift is no more apparent than on the Internet.
