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 | |
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 |