The two ads, Monday and Wednesday, represent a nice change for Lynx. The Lynx bloke has grown out of being a horny teenager and emerged as a bloke who responds to the driving voice of ambition – even when that voice is telling him to party.
The idea – strive for it, the executional device – a coach’s speech, and the use of friendly humour were all great when Nike did it a year ago. It’s a bit of a shame Lynx had to repurpose an ad that’s been watched 12,558,368 times – by the same target audience. But it probably won’t matter. The go hard idea works for Nike. And it’s very likely that it will work for Lynx too.
“Lynx has always had a bit of fun in the visual ad space with major blockbuster-type commercials, and this same approach is evident in the new spots. Lynx is talking to the most influential generation of men, whose priorities are getting ahead in their careers or becoming established in society. It’s not just about getting the girls anymore; it’s about becoming the best version of you and getting ready to take on life,” stated Lynx Australia marketing director, Jon McCarthy.
The two spots were directed by Jonas Euveremer and Francois Rousselet and produced by Riff Raff Films, London.
They are launching here in line with a new packaging design by Elmwood for the entire Lynx fragrance, shower gel and antiperspirant range.
A national outdoor campaign will run for a total of four weeks with major sites in key city suburbs. Two weeks after launch, two ad sites in Melbourne and one in Sydney will be hijacked by international street artists, Yok and Sheryo, to become part of the Lynx Expression Series campaign.
This ongoing project developed by creative agency Soap, connects Lynx with contemporary artists to create dynamic content around the new Lynx identity. Content from the Expression Series campaign will live online and on Lynx merchandise.
