Pete Davidson Helps 'Short Kings' Stand Tall in Axe's Confidence-First Campaign

Axe just launched a new fragrance campaign that turns actor and comedian Pete Davidson into a hype man, backing short kings everywhere with a confidence boost in just one spritz.

Created by The Martin Agency, the initiative is marked by a new commercial titled “Short King."

Here, Davidson gives a self-doubting underdog a shot of encouragement, as well as a splash of the brand’s Fine Fragrance collection.

The ad is part of Axe’s push to help young men feel more confident through scent and self-belief.

 

 

 

 

 

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The campaign launches across YouTube, Amazon Prime Video, Hulu, and other OLV platforms starting the week of May 19.

Apart from the main spot, the efforts are supported by several social reels that play out like skits, some of which feature the comedian himself talking to the viewers. 

"I grew up wearing Axe, and I’m proud to partner with a brand that’s all about helping guys feel good about themselves,” Davidson said.

"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."

 

 

 

 

 

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Notably, the campaign coincides with the release of Axe’s latest additions to its award-winning Fine Fragrance collection: "Cherry Spritz" and "Watermelon Freeze."

Confidence campaigns like this show how creative agencies can turn a playful brand voice into something young guys (and yes, the short ones especially) can rally around.

And all Axe had to do was make self-expression the center of its story.

But throw in Davidson and a callout to short kings, and suddenly, we have a unique ad that grabs attention.

Short Guy, Big Moment

Directed by JJ Adler of Ruckus Films, the 15-second commercial kicks off at the library, where a young man finding himself lost in a familiar scenario.

We see him dreaming about a girl who seems just out of reach, figuratively and literally, since she’s a good six inches taller than him.

Davidson steps in to call out the delusional spiral, reminding him that confidence, not height, is what really counts. 

"Yo short king. Put some Axe into it," the actor tells the young man, as he tosses him a can of Axe Cherry Spritz.

 

 

 

 

 

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With a spray of the fragrance and a nudge of reassurance, the guy finally takes his shot.

Overall, the campaign leans into a Gen Z-forward mindset, one where personality, humor, and scent matter more than old-school masculinity tropes.

Instead of making the fragrance the hero, Axe makes confidence the core message, and its Fine Fragrance lineup works as the sidekick.

It’s a light campaign with a big brand message: self-belief can be buit with the little things, like smelling good and being yourself.

Meanwhile, Autodesk recently got actor Tony Hale to play God in its latest comedic campaign. 

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