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Editor's Pick. Lynx - "Axe Anarchy"

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Client: Unilever

Agency: BBH

This TV ad for Lynx Attract broke in the UK February 1.

The TV ad, ‘The Chain’, sees guys and girls who are wearing the fragrance causing chaos and accidents in a series of situations because they’re so intensely attracted to each other.  ‘Attract’ is the brand’s first unisex fragrance.

The TV advert is running alongside digital, social and out-of-home activity from BBH that captures guys and girls coming together in precarious situations where chaos is just about to break out. In one poster, a girl carrying a bag full of fireworks meets a guy holding a blowtorch dangerously close to her. Another shows a guy and girl meeting at a petrol station, where sparks are about to fly.

BBH has also developed two Facebook applications, ‘Anarchy Matchmaker’ and ‘Kissing Chaos’, in line with the campaign. The apps will launch in South America this week and will be rolled out across other markets in the coming months.

The ad is also running in the US under brand name Axe. Lynx and Axe are owned by Unilever.

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