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.
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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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my only complaint is that it’s not on TV enough
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+1
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I like the ad but the guy is on for too long
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this work is rubbish….Unilever would be better to import the work from ponce in argentina or BBH for Axe…
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I buy this product because I think it will help me get hot girls.
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Oh, com on! This is a very funny ad dudes!
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I love this. You should see all the blokes stop training in the gyms in the morning, pretending to rest, not watch the ad.
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Bllody Femos!
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luv it – engaging, core promise obvious
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The interactive online thingy is great.
I tried forgetting about spraying so I could concentrate on the action … but it told me to get back to work with the Lynx.
Now THAT”S branding.
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Love the ad. Hate the feminists complaining about it.
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Yeah … I agree. I hate seeing underarm sweat too … get rid of the bloke.
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Forget Argentina, anyone who complains about the ad is a ponce!!
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these made me spoof my pants
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12 complaints! Last time I checked there were 23 million people in Australia. The power the ASB wields is outrageous
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wow 12 complaints. Last time I checked there were 23 million people in Australia. The power the ASB has is outrageous
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What’s wrong with it? It’s not sexist or rude. What about the Philadelphia cooking cheese ad where she slaps the man on the bum, if it was the other way round there would be uproar. Double standards me thinks!
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One of the best ads I’ve ever seen! I’m a woman, and I love it, and don’t find it offensive….When did aussies lose their sense of humor?
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I blame grannies & christians.
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