TIME Advertising

Surprise! The New Axe Body Spray Ad is Super Romantic

Does Nicholas Sparks write Axe ads now?

Axe is leaning away from their men-surrounded-by-ladies 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.

Your browser, Internet Explorer 8 or below, is out of date. It has known security flaws and may not display all features of this and other websites.

Learn how to update your browser
Follow

Get every new post delivered to your Inbox.

Join 45,347 other followers