AXE is back with a bold new message: confidence starts with smelling great. Launching the week of May 19, the brand's latest ad campaign, titled Short King, stars actor and comedian Pete Davidson as an unexpected wingman, empowering a young underdog to overcome his insecurities—one spritz at a time.
Conceptualized by The Martin Agency and directed by JJ Adler of Ruckus Films, the 15-second spot is set to roll out across major digital platforms including YouTube, Hulu, Amazon Prime Video, and other OLV networks. A full 30-second version will follow later that week.
In the spot, Davidson plays the ultimate hype man. The ad opens with a relatable scene: a young man caught in a "delusionship," fantasizing about a woman who seems out of his league—taller, cooler, seemingly unreachable. Enter Pete, who delivers a simple truth with his signature charm: “Confidence isn’t about having all the answers. Sometimes, it just starts with smelling really, really good.”
With a pep talk and a spritz from AXE’s new Fine Fragrance Collection, the protagonist sets doubt aside and decides to shoot his shot. The ad taps into AXE’s broader mission—helping guys feel good, embrace who they are, and go after what they want.
The campaign is part of AXE’s ongoing collaboration with Pete Davidson, announced earlier this year, aimed at helping young men master self-assurance and what Gen Z refers to as "rizz"—the subtle art of charisma.
The launch of Short King aligns with the release of two new additions to AXE’s Fine Fragrance Collection: Cherry Spritz and Watermelon Freeze, designed to bring high-end scent experiences to everyday grooming routines.
“I grew up wearing AXE, and I’m proud to partner with a brand that’s all about helping guys feel good about themselves,” said Davidson. “Smelling great helped me build confidence growing up. It’s too bad you can’t smell me through the TV—but in a way, AXE is how I gained the confidence to be who I am today.”
With humor, relatability, and a fresh twist on self-care, Short King continues AXE’s evolution into a fragrance-forward brand that’s redefining what it means to be confident in your own skin.
