• by Fern Siegel , March 11, 2024

Men's grooming brand Axe has launched a new TV spot.

The creative, by The Martin Agency, is called "Fit Check." It stars producer Metro Boomin and platinum-selling rapper Col Leray, the brand's first female talent partner.

Directed by Joseph Mann of BlinkInk, the ad illustrates how Axe's new vanilla fragrance can deepen an attraction between friends.

In the 30-second spot, people are transported to a more fantastical setting after smelling AXE Black Vanilla.

Targeting the Gen Z demo, the brand is expanding its fragrance line, while incorporating cultural trends.

The spot's debut follows the release of Col's new tract that celebrated the new Axe product, part of its Fine Fragrance Collection. It's also heard on the show as backing music.

Axe will launch the work during the National Basketball Association games in March, as well as major sports and entertainment broadcasts.