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Lynx ‘Instinct’ advert

Agency: BBH

Client: Unilever

Unilever’s male deodorant brand Lynx has launched a new cartoon-style TV ad aiming to promote the brand’s raw, virile ingredients.

The ad depicts a cave man who uses the deodorant and then attracts cave women from all over with primal animal-magnetism. He also becomes strangely more attractive once he uses the under arm spray.

The key ingredient in the Lynx range is leather which, can enhance the confidence of guys fighting for an edge in the mating game.

The purpose of the campaign is to recruit new users to spend time with the brand and ignite further excitement and passion among current users.

The campaign, which also includes press, outdoor and cinema ads, was created by BBH with media planning and buying handled by Mindshare.

The campaign also features an online game at where guys are urged to earn their leather and entice the ladies by showing off the size of their primal roar.


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