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.”

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.



  • Jon McCarthy – Marketing Director Deodorants & Male Grooming
  • Johnny Hammond ANZ Deodorants – Senior Brand Manager
  • Josh Gonski – Assistant Brand Manager Lynx


  • 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 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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