Jonathan Greenhalgh
Director at Weilands
London, United Kingdom
TitleMassage
Agency
Campaign The Lynx Effect
Advertiser Unilever
Brand Lynx
Date of First Broadcast/Publication 1999 / 11
Product Deodorant
Business Sector Deodorants
Tagline The Lynx effect.
Story A guy in a massage parlour is massaged by the cleaner.
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 ‘90’s’.
Media Type Television
Length
Market United Kingdom
Creative Director
Copywriter
Art Director
Agency Producer
Director

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