October 4, 2011
On Friday 7th October Lynx will launch the follow up to its popular ‘Angels Will Fall’ campaign, which launched earlier this year to promote the new Lynx Excite range. This will be the first time in Lynx’s history that it has created a global sequel to an advertising campaign.
Since launching in February 2011 the Angels campaign, developed by BBH, has helped to establish Excite as one of Lynx’s best-selling fragrances. Built on the insight that even an angel will sin when tempted, the global campaign has spanned TV, press, out of home and digital media. In December 2010 Lynx also became one of the first FMCG brands to launch through one of Apple’s new iAds.
The first TV ad in the Angels campaign saw beautiful female angels falling from the sky to search out the gorgeous young man who had captivated them by using new Lynx Excite. The sequel, ‘My Angel Girlfirend’, takes a humourous look at the way the angels have adapted to their new life on earth by focusing on a human/angel couple and the challenges their new love faces.
The ad, which was shot in Prague, was directed by acclaimed US director Frank Todaro through Moxie Pictures. Media planning and buying for the campaign has been handled by Mindshare.
Selina Sykes, Lynx Marketing Manager, said: “The ‘Angels Will Fall’ campaign was such a successful illustration of the power of the Lynx Effect that we felt it warranted our first ever global advertising sequel. The new Angel campaign will build upon the impact that Lynx Excite has made already”
David Kolbusz, Creative Director, BBH, said: “We wanted to make an ad that built on the success of the first campaign but was unique in its own right. There seemed to be something interesting about telling a love story between a mortal and an ethereal being. So we did.”