February 1, 2011
Lynx, the UK’s Number 1 male grooming brand from Unilever UK, will fall onto TV screens on 3rd February with a new advertising campaign to support its new Lynx Excite range. The national TV campaign, which has been created by BBH London, forms part of the Lynx Excite’s massive £8.32million marketing investment.
Set to the theme tune of the ‘Fallen Angels’ version of ‘Sexy Boys’, made famous by the band Air in the late 90’s, the provocative 30 and 60 second ads show the residents of a picturesque European town going about their daily business, when suddenly beautiful female angels begin to fall from the sky, and search out the gorgeous young man who has captivated them by using new Lynx Excite. The ad then breaks to the man spraying Lynx Excite onto himself in his bedroom, and the voiceover says “New Lynx Excite, even angels will fall”.
The TV campaign follows the successful launch of Lynx Excite late last year. In December 2010 it became one of the first FMCG brands to launch through one of Apple’s new iAds, and the next stage of the campaign uses the social networking platform Facebook.
Selina Sykes, Lynx brand manager at Unilever UK said: “We are confident that our marketing programme will tap into our key target audience at a number of different touch points. The popularity of the new fragrance has helped Lynx Excite to achieve a phenomenal £2m RSV since launch and this month sees the national TV advertising and campaign break, which is set to generate huge consumer awareness of Lynx Excite.”