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.

Tap to read full story

Your browser is out of date. Please update your browser at http://update.microsoft.com


YOU BROKE TIME.COM! Dear TIME Readers,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team