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

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]