Earlier this week, Lynx deodorant launched its 2015 Australia & New Zealand campaign by Ponce Buenos Aires. On January 18, Lynx’ 2015 hair care campaign will launch. That’s by global agency, BBH.

Lynx’ local creative agency is Droga5. Its local digital agency is Soap Creative.

The Ponce ad is as quietly humorous as Lynx has ever been, in line with its new grown-up demeanour.

“Lynx always prides itself on creating the products that guys want and need, and engaging with our Lynx men in a fun and relaxed manner. This new TVC is true to this brand identity, and lets guys know that Lynx is the go-to antiperspirant deodorant in the pressure moments – whenever they might be,” Jon McCarthy, senior Mmarketing director deodorants & male grooming at Unilever, commented.

BBH’s TVC is less quiet and more humorous. 

Or as BBH London executive creative director, Nick Gill describes it, “…witty, exciting and full on filmic invention.”

Telling a bloke to “make the most of his hair while it’s still there” is going to get an ad remembered. Adding in bits and pieces of madness is going to get attention. BBH, Lynx/Axe’s global agency ‘gets’ the brand.

The new campaign consists of a 60 second spot and a 30 second cut-down that will air across the five metro capital cities on both free to air and pay TV. It is already running online. and was developed for LYNX by BBH London and Biscuit Filmworks.

McCarthy explained, “Lynx Hair is all about helping guys get the look without any of the fuss. The new range makes hair care and styling simple for guys and that’s what we’ve tried to communicate in the spot, in our usual entertaining style.”

Lynx Hair is the brand’s most recent extension, launching in October 2014 supported by Lynx Hair Mantorials.

The suite of four tongue-in-cheek hair tutorials showed blokes how to get the Clean Cut, Messy, Natural and Spiked Up looks using the new hair styling products. They’ve clocked up a combined 300,000 views on YouTube and were widely distributed across digital and television platforms through October to December 2014.

Lynx Hair creative credits: 

Agency: BBH London

Creative team: Jack Smedley & George Hackforth-Jones

Interactive art director: Vinny Olimpio

Creative directors: David Kolbusz, Nick Gill, Gary McCreadie & Wesley Hawes

BBH film producer: Glenn Paton

Production Company: Biscuit Filmworks

Director: Noam Murro

Executive producer: Orlando Wood

Producer: Jay Veal

DoP: Eric Schmidt

Post production: Framestore

Editing: Neil Smith and Saam Hodivala @ Work Post

Sound: Will Cohen @ String and Tins

BBH print producer: Sally Green

Photographer: Alan Clarke

Typographer: Rich Kennedy