Droga5 evolves Lynx story in new ‘Boys and Men’ campaign
Droga5 Sydney has unveiled its first local campaign for Unilever’s male-focused brand Lynx.
The ad moves on from the normal Lynx strategy based on young men using the spray and attracting women to a more mature tale about the “trials and tribulations of manhood”.
The campaign, featuring Australian actor Liam McIntyre (Spartacus: War of the Damned), looks at how boys want to grow up to become men, but men dream of becoming boys again while also tackling the question of what women want.
David Nobay, creative chairman of Droga5, said:”Lynx is, of course, a great creative brand, but it’s also such an interesting strategic opportunity. The days of the simple tale of ‘boy sprays/boy gets girl’ have moved on, so our client challenged us to evolve the story into a more sophisticated conversation about the trials and tribulations of manhood. The first result of our partnership is the ‘Boys & Men’ campaign.”
https://www.youtube.com/watch?v=SviDplb-3RY
Jon McCarthy, marketing director for deodorants and male grooming at Unilever, said: “The global success of Lynx over the past 30 years is that it changes with the times to stay fresh and relevant. Droga5 were brought on board to create a campaign for the ANZ market with the objective of creating a more sophisticated and mature discussion around attraction and boy-girl relationships,” McCarthy said.
Credits:
LYNX:
- Jon McCarthy – Marketing Director Deodorants & Male Grooming
- Johnny Hammond ANZ Deodorants – Senior Brand Manager
- Josh Gonski – Assistant Brand Manager Lynx
DROGA5:
- Creative Chairman – David Nobay
- Creative Director – Andy Fergusson
- Copywriter – David Nobay
- Art Director – Andy Fergusson
- Senior Strategic Planner – Matt Langler
- Strategic Business Director – Ant Warne
- Senior Business Manager – Natalie Hellon
- Head of Content – Holly Alexander
PRODUCTION:
- Production Company – Ringo Buenos Aires
- Director – Ari Evasio
- Executive Producer – Jorge Larrain
- DoP – Christian Cottet
- Production Designer – Julian Romera
- Wardrobe Stylist – Sol Montalvo
- Post Production – The Editors
- Editor – Dan Lee
- Music – Nylon
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https://www.youtube.com/watch?v=OYUVI_E_qBE
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https://www.youtube.com/watch?v=owGykVbfgUE
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Why ignore all that strong brand equity?
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it’s a refreshing move away from the zoo weekly wet dream position the brand had previously … however it’s a big jump and when you see the pack shot at the end all you can think about is a train full of pimply school boys wearing too much deodorant.
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Your ad will provide ‘A more sophisticated and mature discussion around attraction and boy-girl relationships’?
Really Jon? As socially important as that? Or will it just help to juice more product?
Your mission statement seems a little confused Jon.
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Spartacus was a man but he never wore a Lynx deodorant, and as far as I know, he wasn’t all that concerned about what women want.
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Watched the ad Andy.
BOOYA – I’m about to embrace my natural comedian! Enter the woman who needs:
The complete man. The complete neoliberal man.
The complete man who plays ping pong and the stock market which taken together is irresistible.
If only my parents had taken the time to explain this!
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Why are my comments always awaiting moderation? Is free speech immoderate now?
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Nobby needs to read this:
http://scampblog.blogspot.com......e-ads.html
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Very interesting strategic challenge for the brand.
Lynx has been accused of objectifying women for past work, and Unilever of hypocrisy given it’s commitment to Dove campaign for real women etc.
So the brand clearly needs to move on. But does it need to ‘grow up ?’.
This ad smacks of an insight along the lines of “18-24 yr olds lose interest in us because we’re seen as juvenile”.
To that end, talking about the blurry boundaries between boy and men is interesting territory and feels new.
However, for me it misses the point that stopping using Lynx is one of the signs that you’ve grown up !!
I suspect it won’t make anyone who’s ‘lapsing’ from Lynx stick with the brand longer and it would have a hell of a lot less “T&A” appeal to teens.
I’d have been tempted to stick with what you’re good at and let the rest of your brand portfolio capture the grown-ups!
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It is puzzling, but I’m gradually joining the lynx.
Boy-Man, Man -Boy, Ping Pong, Man -Boy, milk in crystal glasses, sport, grab golf ball. Enter Woman, sweating, Man -Boy, Boy Man…..Hang on…Books, bookshelf, drop down mini tramp…..
Sorry…….. Life is a roller-coaster….show her what your made of?
Just a minute….Ping pong……Boy Man… Man … Oh Boy.
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