Lynx - "Ideal Woman"

BBH

BBH London, United Kingdom

Awards

12598

Brand: Lynx
Country: United Kingdom

Advertiser: Unilever

Title	Ideal Woman
Agency	BBH
Campaign	The Lynx Effect
Advertiser	Unilever
Brand	Lynx
Date of First Broadcast/Publication	2000 / 4
Product	Deodorant
Business Sector	Deodorants
Tagline	The Lynx Effect
Story	Beautiful women take outrageous statements to camera, illustrating their utter to the male viewer... all because he wears Lynx.
Philosophy	In revisiting the communication model, it was clear that a new expression of seduction and masculinity was needed. We introduced a tongue-in-cheek humour to the advertising and a new, ironic expression of seduction The Lynx Effect. As youth culture accelerated, as it became more fluid and demanding, Lynx also had to evolve beyond its existing ad formula of just one theme campaign a year. The Lynx Effect has been expressed in tv and print, in tactical ads and shorts, in events and promotions. Lynx deodorant has been a UK youth icon for 17 years. Used by ¾ of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Labels equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success, fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.
Problem	When Lynx first came to BBH in 1995, the brand was widely recognised as the leading male deodorant body spray. However, research indicated that the brand image, and advertising in particular, were losing credibility with its audience and the brand was in danger of becoming the Brut of the 90s.
Media Type	Television
Length	40 seconds
Market	United Kingdom
Production Company	2AM
Creative Director	Bruce Crouch
Copywriter	Shawn Preston
Art Director	Rosie Arnold
Agency Producer	Nicky Gregowski
Director	Paul Goldman
Music	John Altman
Producer	Amanda Martin
Advertising Manager	Steve Miles
Account Planner	Matthew Gladstone