Unilever’s LYNX has launched a hilarious New Zealand campaign in response to a successful one in Australia.
The campaign sees Kiwi star Julian Dennison reprise his role in the creative and reasserting his national allegiance by switching out LYNX Australia for LYNX New Zealand.
The campaign’s creative is a continuation of the LYNX Australia film released earlier this year – both from creative agency Emotive – and sees Dennison’s character, Humphrey, enjoying his newfound, LYNX Australia-inspired confidence until an Australian arrives in town, creating an ‘Aussie problem’.
Unbeknownst to Humphrey, LYNX New Zealand now exists, and after using the fragrance, he regains his confidence and challenges the Aussie to a handball competition.
Despite suggestions of Australian ball tampering, Humphrey goes on to win the match and reveal his secret weapon: confidence, bro.
The campaign is comprised of a three-minute hero video, a 60-second video and a 30-second video It will run across digital and social in Australia, and across TV, out of home, digital, social in New Zealand, until Sunday 18 August.
Zane Pearson, creative director and director at Emotive, said: “The success of the LYNX Australia piece saw countless calls for a sequel from fans online.
“This afforded us a special opportunity to continue the story with the launch of LYNX New Zealand, knowing that our target audience was already anticipating the next chapter.
“We picked the storyline up from where we left off, and with the introduction of the new product, we were able to give the Kiwis a platform to fire a few shots back at the (ball tampering) Aussies whilst furthering LYNX’s association with the notion of confidence.”
Markus Rehde, marketing director of personal care at Unilever, said: “The LYNX Australia campaign created a strong start to 2018 for LYNX and we look forward to seeing this success continue with the continuation of the story.
“As a brand, we have evolved to appeal to the humour of the modern young guy whilst maintaining our irreverent witty tone and delighting with fun in an authentic and local way.”
Marketing director, personal care: Markus Rehde
Male grooming marketing manager: Kristy Rutherford
LYNX brand lead: Kate Westgate
Creative, production and amplification agency: Emotive
CEO and lead strategist: Simon Joyce
Business director: Marshall Campbell
Creative director, writer and director: Zane Pearson
Additional writer: Nathan Burley
Senior producer: Alistair Pratten
Director of production: James Brown
Editor: Uthayan Selvaraj
Talent social amplification: Jamie Crick