Rede Telecine took an unexpected approach to promote Conan the Barbarian on Telecine Cult by tapping into the warrior’s sensitive side.

Set to the song “In Your Eyes” by George Benson, the spot is chock full of longing looks, pensive moments, flower crowns and shirtless men with wind blowing through their hair—to the point where even a sword dripping with blood screams romance.

But, “Don’t kid yourself. There are only real tough warriors in this movie,” the network says.

Rede Telecine’s irreverent take on the movie won it a gold for funniest promo in the 2013 PromaxBDA Latin America Awards.

Register now for this year’s Latin America Awards, heading to Miami’s New World Center on November 14.

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