--- title: Watch: The New Axe Ad is Kind of Romantic description: Does Nicholas Sparks write Axe ads now? canonical: https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/ author: Charlotte Alter article:opinion: false article:content_tier: free article:published_time: 2014-04-22T22:12:39.000Z article:modified_time: 2026-04-13T07:09:00.846Z og:title: Watch Axe's Cute New Ad og:description: Does Nicholas Sparks write Axe ads now? og:url: https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Watch Axe's Cute New Ad twitter:description: Does Nicholas Sparks write Axe ads now? twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Surprise! The New Axe Body Spray Ad is Super Romantic  by [Charlotte Alter](https://time.com/author/charlotte-alter/)  ## Charlotte Alter Senior Correspondent Apr 22, 2014 10:12 PM UTC  by [Charlotte Alter](https://time.com/author/charlotte-alter/)  ## Charlotte Alter Senior Correspondent Apr 22, 2014 10:12 PM UTC Axe is leaning away from their [men-surrounded-by-ladies](https://www.youtube.com/watch?v=I9tWZB7OUSU) thing and getting a little sentimental in their new ad. Because sex sells, but love sells more. Even to guys. Somehow they’ve gone from hundreds of women clawing at a single Axe-spraying bro to a hunky time-traveler chasing his true love through history. It’s sure to catch the attention of that 13-year-old who loves sword fighting and is just about ready to start wearing deodorant. Watch it here: The company definitely recycled the costumes from _Game of Thrones_ for that first part with the cavemen, but it’s still cute. And we’re pretty sure Jack Dawson from _Titanic_ probably would have worn Axe. Watch: The New Axe Ad is Kind of Romantic ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/"},"headline":"Surprise! The New Axe Body Spray Ad is Super Romantic","datePublished":"2014-04-22T22:12:39.000Z","dateModified":"2026-04-13T07:09:00.846Z","description":"Does Nicholas Sparks write Axe ads now?","url":"https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/","keywords":["Living","Newsfeed","Sex","Advertising","Media","relationships"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Charlotte Alter","jobTitle":"Senior Correspondent","url":"https://time.com/author/charlotte-alter/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-living/","name":"Living"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/72852/surprise-the-new-axe-body-spray-ad-is-super-romantic/","name":"Surprise! The New Axe Body Spray Ad is Super Romantic"}}]}] ```