Lynx says it can even help Kiwis with women in first work from Emotive
Hunt For The Wilderpeople star Julian Dennison features in Unilever’s latest push for Lynx which tells Aussies the body spray will help you find your magic “even if you’re a Kiwi”.
The ad, created by content agency Emotive to promote the Lynx Australia fragrance, tracks ‘Humphrey’ as he tries to muster the confidence to talk to his crush.
‘Humphrey’ spends the ad idolising his older brother and failing to emulate Darius’ successes, particularly with women.
Humphrey eventually storms into his brother’s room and finds out his secrets: confidence, being yourself and, of course, Lynx Australia.
After putting on Lynx Australia Humphrey overcomes his confidence crisis and speaks to Rachel.
“If you want to step up, you’ve got to be prepared to go Down Under,” the ad concludes.
Zane Pearson, director at Emotive, said the agency’s aim was to keep the ad humorous and stay true to previous Lynx campaigns while making sure the campaign was story-driven.
“Defining ‘Australia’ for a contemporary and diverse Australian audience was the great challenge of the brief, so our approach was to avoid this by placing the focus on the friendly trans-Tasman rivalry with our Kiwi neighbours and, in so doing, elevate broader notions of confidence and success that Lynx is renowned for,” Pearson said in a statement.
The campaign is set to run across TV, digital, social and in cinemas.
Media agency PHD will handle all the media buying duties for the campaign.
John Mckeon, marketing director of personal care at Unilever, said: “We wanted to use our brand’s heritage in humour and attraction to create something cheeky that highlights our country’s charm as well as the brand’s personality. Attraction is part of our DNA, and we want anyone who uses Lynx Australia (even the Kiwis) to feel attractive and confident…to find their own magic.”
Credits
- Client – Unilever
- John Mckeon – Unilever Marketing Director, Personal Care
- Kristy Rutherford – Male Grooming Marketing Manager
- Kate Westgate – LYNX Brand Lead
- Creative, Production & Amplification – Emotive
- Simon Joyce – CEO
- Marshall Campbell – Business Director
- Lucielle Vardy & John Principe – Strategists
- Andrew Cameron – Creative Director
- Zane Pearson – Director
- Alistair Pratten – Senior Producer
- James Brown – DOP
- Uthayan Selvaraj – Editor
- Jamie Crick – Amplification
- Media Agency – PHD
- PR Agency – Liquid Ideas
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Such a horrible, cringeworthy advertisement.
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What next now that the final last (stale) crumb of kudos from the Ricky Gervais / Optus ads has been wiped from the table with another serving of dross?
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“Defining ‘Australia’ for a contemporary and diverse Australian audience was the great challenge of the brief, so our approach was to avoid this.”
Genius.
Seems they also avoided the challenge of creating entertaining content.
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I loves this ad. Every time I hear ‘gday Rachel Pickam’ I can’t help a laugh. Definitely my favourite lynx ad
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I appreciated the humour in this one. I found it cute and cheeky.
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Love this ad, felt almost Taika Waititi-esque which makes perfect sense given the lead actor, love between siblings, girl crush etc… music/sound effects was on point, I’m smiling about this ad just writing this.
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