Droga5 cleans up Lynx advertising

Droga5 cleans up Lynx advertising
SHARE
THIS



The Lynx brand is known for its cheeky and flesh-flashing ads, but its latest advertising work is a far cry from last year’s headline stealing work, ‘Clean your balls’.

Instead of sexualised puns and women throwing themselves at Lynx doused males the new ad out of Droga5 takes a suave approach to the question – ‘what do women want’?

The spot shows the struggle between boys wanting to men and men wanting to boys with rising Australian actor Liam McIntyre as narrator.

David Nobay, creative chairman of Droga5, said the new ad is Lynx “moving on from its roots”, but added that the brand would never abandon them.

 “The days of the simple tale of ‘boy sprays/boy gets girl’ have moved on, so our client challenged us to evolve the story into a more sophisticated conversation about the trials and tribulations of manhood. The first result of our partnership is the ‘Boys & Men’ campaign.”  

Jon McCarthy, marketing director deodorants and male grooming for Unilever, added: “The global success of Lynx over the past 30 years is that it changes with the times to stay fresh and relevant. Droga5 were brought on board to create a campaign for the ANZ market with the objective of creating a more sophisticated and mature discussion around attraction and boy-girl relationships.”

“What women want is a question all men have asked themselves and the modern world is a complex place for Guys. Lynx is here to provoke a conversation and present a point of view in its own unique way.”

http://www.youtube.com/watch?v=6KA2XHJG_pc

Last year, Lynx stole headlines for its ‘Clean your balls’ campaign which was riddled with innuendo.

In the spot Sophie Monk demonstrated the strength of the shower gel on “hairy balls” (tennis balls), “saggy balls” (deflated medicine balls) and an African American man’s “big ball sack” (a netted bag of soccer balls).

The ad was later censored for denigrating the elderly after a flood of complaints to the Advertising Standards Board. 

 

CREDITS: CLIENT: LYNX Marketing Director Deodorants & Male Grooming: Jon McCarthy ANZ Deodorants – Senior Brand Manager: Johnny Hammond Assistant Brand Manager Lynx: Josh Gonski CREATIVE AGENCY: DROGA5 Creative Chairman: David Nobay Creative Director: Andy Fergusson  Copywriter: David Nobay Art Director: Andy Fergusson Senior Strategic Planner: Matt Langler Strategic Business Director: Ant Warne Senior Business Manager: Natalie Hellon Head of Content: Holly Alexander PRODUCTION: Ringo Buenos Aires Director: Ari Evasio Executive Producer: Jorge Larrain DoP: Christian Cottet Production Designer: Julian Romera Wardrobe Stylist: Sol Montalvo Post Production: The Editors Editor: Dan Lee

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]