News

*

Get it on for the end of the world.

Published

'The Lynx Effect' has always been a brilliant advertising slogan. Its simplicity has stuck with the brand for years and has helped the deodorants to become the highest selling male grooming product in the world. But the latest ploy by Lynx owners Unilever, is causing even more of a stir!

Today there has been 100 Lynx Effect girls parading around London, if you were out shopping around Oxford Street, as I was, you might have seen them.

Lynx have cleverly tapped into the ancient Mayan prediction that the world will end on December 21st 2012. It's morbid stuff but something about the apocalypse fascinates us humans and it might just be Lynx's most clever advertising ploy to date.

Check out this master crafts man making his boat and everything inside it, (including its own gym and sound system) out of wood. The women come flocking, two by two of every hairtype and colour, enticed by his Lynxy odour, and will presumably all use him for the continuation of the human race!

Along with the TV commercials there has also been a heavy Twitter presence (#endoftheworld is trending as we speak) and a Facebook page where people can post their last requests for songs, food, liaisons, etc etc. They are also encouraging people to book the day off work now, top of the list of priorities of course, is how you smell when the big day comes.

It's a genius idea, and an amusing one. But for Unilever, it had to be a success as the last Lynx campaign was banned by the watchdogs following hundreds of complaints.

This particular advert featuring TV and reality star Lucy Pinder was banned last month!

She was also pictured washing a car, jogging and playing with a light sabre!

The Lynx campaigns often come under scrutiny for objectifying women, there was another instance, this time with Lynx's poster campaign, for shower gel, featuring a woman standing underneath an outdoor shower on a beach wearing bikini bottoms while clasping an undone top against her boobs. The poster ran with the strapline "The cleaner you are the dirtier you get". This was banned for it's blatant sexual connotations and was accused of promoting casual sex. Unilever said that the target market for Lynx  young men  had "come to expect, and were comfortable with the typical narrative, tone and content seen in advertising for the brand".

And surely this is all intrinsic to the success of Lynx. Whilst some woman and prudish older men might be offended by the adverts, millions of red-bloodied males are not and it becomes the no-brainer choice whilst shopping for toiletries. Despite its adolescent connotations, (one whiff sends me straight back to the way the 'boot room' smelt during P.E class), Lynx does actually smell pretty good and for an affordable brand, it's a great choice for the last day in earth.

Jessica Hazel

Writer, blogger and vintage trader.

http://creativepool.co.uk/jessicahazel

Comments

More News

*

News

Why white male creative directors are ruining advertising

The reason 89% of advertising is forgotten is because white men in London are the ones making the ads, according to Paul Mellor, owner and design director at Mellor&Smith. It’s all well and good for business leaders like Cindy Gallop and Sir...

Posted by: Ryan Watson
*

News

7 ads that prove Carlsberg wasn't all bad as new pilsner launches

Danish beer brand Carlsberg recently took the brave decision to launch a new campaign criticising the taste of its own product to promote the launch of a new pilsner. The work has seen social videos emerge featuring employees reading out negative...

Posted by: Industry Updates
*

News

Burger King’s flame-grilled glasses are too hot to handle

Fast food chain Burger King has launched a range of flame-grilled glasses in France to promote the intense flavour of its burgers. Independent agency Buzzman is behind the limited-edition product, with more than a million of the glasses created and...

Posted by: Industry Updates