Axe/Lynx Deodorant and shower gels for men - "Smell Ready"

MullenLowe UK

MullenLowe UK London, United Kingdom

Awards

16009

Brand: Axe/Lynx Deodorant and shower gels for men
Country: United Kingdom

Advertiser: Unilever

Title	Smell Ready
Agency	MullenLowe UK
Campaign	Smell Ready
Advertiser	Unilever
Brand	Axe/Lynx Deodorant and shower gels for men
Posted	December 2020
Business Sector	Toiletries
Story	As Axe guys are gradually allowed to re-emerge from lockdown, becoming attractive again can be hard. Axe wants to motivate young guys to re-connect with the attraction game, in a way only Axe can.Readjusting won’t be easy. Smell ready.The campaign is a humorous look at man’s fall from grace during lockdown, and their struggle to return to normality, and eventually become attractive again. It’s a very simple, insightful and humorous campaign that goes through the three stages that came with the pandemic.The initial moment where guys are still in lockdown. The awkward and challenging re-emerging moments. And finally, the pay off with the moments of attraction in the ‘new normal’.
Problem	LYNX (AXE), is the No. 1 men’s fragrance brand in the world and champions confidence for guys by helping them look, feel, and smell their best while navigating the world of attraction.With a full line of grooming products including daily fragrance sprays, deodorants, anti-perspirants, shower gels, shampoos and styling products, LYNX gives guys the tools to feel confident, self-assured, and attractive to the world around them and to always smell irresistibly ready!
Media Type	Television & Cinema
Global Chief Creative Officer	Jose Miguel Sokoloff
Creative Lead	Gavin Cumine
Creative Team	Drew Davies
Creative Team	Angus Crombie
Global Business Director	Federico Duberti
Global Account Director	Barney Ware
Account Executive	George Hollins
Global Strategy Director	Richard Welch
Strategist	Alpesh Patel
Designer	Danny Flint
Agency Producer	Alex Pemberton