Why yes, it’s another one of those times where I post an ad here without (unfortunately) being paid to do so. We all know Axe as the brand that says that if you use the product, girls will start to pole dance all over you in the streets.

Well, they’re ditching the goofiness and have started a new ad campaign narrated by Kiefer Sutherland (and possibly other celebrities, but I’ve only seen this one spot) that targets something every teenage guy who thinks he should wear Axe struggles with, confidence. Kiefer tells the story of a girl he once knew, and how not talking to her was his biggest regret. It’s surprisingly touching for an Axe commercial, despite the fact that it’s unbelievable that Kiefer Sutherland ever lacked the confidence to do anything, much less talk to girls.

If this is a series, I’m curious to see where it goes.