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ASB investigates Lynx Dry ads featuring women who ‘look hot wet’

A new Unilever campaign for anti-perspirant deodorant Lynx Dry which tells viewers that “girls look hot wet” is being investigated by the Advertising Standards Bureau following a number of complaints.

The ASB said the two TV executions and an online version had received around a “dozen complaints in the last few days”.

The creative, conceived by Unilever and Generator Unlimited is being supported by an interactive website.

Lynx Dry, Mumbrella

Created by Soap Creative, the website’s main section features an image of a sweaty man. The user can move an icon of a Lynx Dry can over his underarms to eliminate the perspiration.

While this is happening, on the other side of the screen a woman is shown clothed and dry. Water is then splashed over her and she happily poses to show how “hot” she looks when she is wet.

It follows the same theme as the TV ads in which the voice over states: “Girls look hot, wet. Guys don’t”.

Unilever has also attracted complaints for other Lynx ads this year. Two TV spots and an online ad for Lynx Fever and Lynx Musicstar variants were investigated and subsequently dismissed by the ASB in March.

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