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.”
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