News ASB investigates Lynx Dry ads featuring women who ‘look hot wet’ June 2, 2010 5:14 by Tim Burrowes 19 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 Tim Burrowes is the founder and content director of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. topics Advertising, Advertising Standards Bureau, Soap Creative Share Tweet Share Comments: 19 Add Comment Deodude 2 Jun 10 my only complaint is that it’s not on TV enough Reply Tom 2 Jun 10 +1 Reply Gezza 3 Jun 10 I like the ad but the guy is on for too long Reply chris 3 Jun 10 this work is rubbish….Unilever would be better to import the work from ponce in argentina or BBH for Axe… Reply tom 3 Jun 10 I buy this product because I think it will help me get hot girls. Reply long time listener, first time caller... 3 Jun 10 Oh, com on! This is a very funny ad dudes! Reply Ninja Monkey 3 Jun 10 I love this. You should see all the blokes stop training in the gyms in the morning, pretending to rest, not watch the ad. Reply Singo 3 Jun 10 Bllody Femos! Reply callen 3 Jun 10 luv it – engaging, core promise obvious Reply Tony Richardson 3 Jun 10 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. Reply Matthew Cheyne 3 Jun 10 Love the ad. Hate the feminists complaining about it. Reply John Grono 3 Jun 10 Yeah … I agree. I hate seeing underarm sweat too … get rid of the bloke. Reply Wayne Tregaskis 3 Jun 10 Forget Argentina, anyone who complains about the ad is a ponce!! Reply young turk 3 Jun 10 these made me spoof my pants Reply nanny state 3 Jun 10 12 complaints! Last time I checked there were 23 million people in Australia. The power the ASB wields is outrageous Reply nanny state 3 Jun 10 wow 12 complaints. Last time I checked there were 23 million people in Australia. The power the ASB has is outrageous Reply Ashley Cooper 3 Jun 10 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! Reply Layal Mansour 4 Jun 10 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? Reply Mr Corbett 4 Jun 10 I blame grannies & christians. Reply Have your say Name Email Address (optional) Website (optional) ADVERTISEMENT Most Discussed 122 Comments Sky News drops Outsiders from schedule after sacking of Mark Latham 50 Comments Sky News sacks Mark Latham and refuses to say whether Outsiders will remain on air 47 Comments Why that Pepsi ad isn’t as bad as you think it is 37 Comments 457 visa axing to hurt PR industry with ‘PR manager’ to be removed from temporary visa list 35 Comments Job cuts, one brand and the future: Will Fairfax get it right this time around?