A charmless adolescent fantasizes of a dream date with a super-model, chic discoteques and moonlit encounters. His reveries are interupted by the sound of his girlfriend calling his name. His girlfriend, Jennifer Aniston, wonders if he really has to go out tonight. His reality is at least as good as his fantasy thanks to his deodorant--Lynx. Lynx makes men irresistible to beautiful women.
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.
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.