Men don’t need rock hard abs or fancy cars to be attractive, says deodorant brand Lynx in its new campaign. It all comes down to individuality.
In a diverse TVC spot, the campaign ‘Find your Magic’ sees a multitude of different men with different features show off how comfortable they are with themselves. It’s a body confidence issue Lynx marketing director, Jon McCarthy, said is within a lot of men.
“Lynx is a brand that’s always been about attraction. We know from years of research that what makes a guy attractive is…him. His strengths, his weaknesses, his individuality and most of all how he expresses it.
“But despite that, a lot of guys don’t feel comfortable being themselves. Because they’re afraid of what people will say, of being labelled, of embarrassment. Afraid that what’s unique about them isn’t considered attractive or acceptable.
“We want to change that.”
The campaign as created by ad agency 72andSunny Amsterdam – it’s already rolled out in the UK and the US.
“Lynx has always been at the forefront of culture. With Find your Magic we’re out to liberate guys from pressure and bullshit, and empower them to be the most attractive men they can be – themselves,” said Carlo Cavallone, executive creative director of 72andSunny Amsterdam
Findings from a Lynx study of 3500 men in 10 different countries show many still feel pressure to conform to masculine stereotypes, and that male confidence is “shockingly low”.
And when it comes to the ladies, nine out of ten reckon a guy who’s themselves is much more attractive than the typical ‘manly’ men.
“We’re living in an era of unprecedented freedom and acceptance — and yet what we’ve seen is that a lot of men still feel huge pressure to look and behave a certain way in order to be seen as attractive,” said Michael Coden, Lynx senior brand manager
Trying to be like the overly fit figures displayed in many communications is not just limited to men. A report last week showed images of the ‘super-fit’ woman hindered women’s body confidence. However, many health mag editors argue the more realistic images are “empowering”.
Nevertheless, Lynx is trying to do away with the masculine stereotype in its new campaign, which will span across TV, print, outdoor and various digital media.
The smell brand is also going to dabble in native content, sponsoring a multitude of posts promoting real men, and launching Instagroom for all those who want their style questions answered via video and imagery.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]