Beautiful women take outrageous statements to camera, illustrating their utter to the male viewer... all because he wears Lynx.
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’.
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 Label’s 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.
Title "Ideal Woman"
Agency Bartle Bogle Hegarty
Production Company: 2am Films
Brand Name Lynx
Product Name Deodorant
Business Sector Deodorants
Date of First Publication 4/28/2000
Market United Kingdom
Country of Production United Kingdom
Length 40 seconds
Tagline The Lynx Effect
Creative Director Bruce Crouch
Art Director Rosie Arnold
Copywriter Shawn Preston
Director Paul Goldman
Producer Amanda Martin
Account Planner Matthew Gladstone
Agency Producer Nicky Gregowski
Music John Altman
Advertising Manager Steve Miles
The TV Commercial titled IDEAL WOMAN was done by Bartle Bogle Hegarty advertising agency for product: Lynx Body Spray (brand: Lynx) in United Kingdom. It was released in the Jan 2000.