Pete Davidson Hypes Up Short Kings in AXE Campaign

AXE is unveiling their newest ad spot, ‘Short King’ featuring brand partner Pete Davidson that will begin airing across OLV platforms including YouTube + Amazon Prime Video, as well as Hulu on 5/19. The full :30 ad spot will air the week of 5/19.

Concepted by The Martin Agency, and directed by JJ Adler of Ruckus Films, the :15 spot features Pete Davidson as the ultimate hype man, as he follows a guy deep in a classic delusionship—daydreaming about a girl who’s six inches taller and light-years out of reach (or so he thinks). Pete steps in to deliver a simple truth: when you smell great and feel confident, you’re way more likely to go for what you want. With a spritz of AXE and a trademark Pete pep talk, our hero shakes off the doubt, stops overthinking, and puts his Axe into it. Because confidence doesn’t mean having all the answers. Sometimes, it just starts with smelling really, really good.

The new ad follows the brand’s recent partnership announcement with the comedian and actor, to help young guys build their confidence and master the art of rizz. The launch also coincides with the recent release of the latest additions to the award-winning Fine Fragrance collection line up from AXE, Cherry Spritz and Watermelon Freeze.

“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 comedian and actor Pete Davidson. "Smelling great helped me build confidence growing up, it's too bad you can't smell me through the TV. So, in a way AXE is how I gained the confidence to be who I am in life."