Bartle Bogle Hegarty, London Follow Update

  • 60 Kingly Street Soho
  • London W1B 5DS
  • United Kingdom
  • Phone: (+44) 020 7734 1677
  • Fax: (+44) 020 7437 3666

Axe Anarchy/Lynx Attract - "The Chain" - Bartle Bogle Hegarty

  • The Chain
  • Axe Anarchy/Lynx Attract
  • Unilever
  • Bartle Bogle Hegarty
  • United Kingdom
  • Unleash the Chaos
Product CategoryFragrances, Perfumes & Toilet Waters
Date of First Broadcast/PublicationJanuary 29, 2012
Media TypeTelevision
Awards British Arrows, 2013 (Silver) for Best Integrated
British Arrows, 2013 (Bronze) for Household Soaps, Detergents and Toiletries
Production Company Framestore
Editing Company Final Cut
Sound Design Company Phaze UK
Sound Factory Studios
Creative Director Dominic Goldman
Creative Director David Kolbusz
Creative Team Szymon Rose
Creative Team Daniel Schaefer
Director Tom Kuntz
Director of Photography Eduardo Grau
Agency Producer Ruben Mercadal
Account Manager Jen Omran
Editor Rick Russell
Sound Sam Robson
Advertising Manager Tomas Marcenaro
Strategic Business Lead Richard Lawson
Strategic Business Leaf Keir Mather


The TV ad sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other


Axe, the male grooming brand, is set to cause chaos with the launch of a new variant Axe Anarchy (known as Lynx Attract in the UK) by including a limited female fragrance. For the first time in its history, the brand famous for giving men the edge in the mating game is also bringing the Axe Effect to women.