Axe is teaming up with Pete Davidson to give young men dating and life advice. The brand is making him their personal wingman with an “Axe Me Anything” Q&A on Instagram. The campaign introduces two new scents in Axe’s Fine Fragrance Collection and is using Davidson’s quirky charm and underdog appeal to give boys a confidence boost on their “rizz,” seeing as Davidson has had tons of high-profile dating success. For example, despite being tall himself, the new ad shows Davidson giving a “short king” encouragement to flirt with a taller girl, with a final spray of Axe, of course. Young audiences want real advice, humor, and relatable partners from brands—and Axe is tapping into the growing trend of young men feeling their issues aren’t being heard by updating their confidence messaging. (Marketing Dive)
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