Lynx Black tells men to ‘bring the quiet’ in new campaign from BBH London

Lynx is asking men to be more “understated” in a new campaign for Lynx Black, as the brand reaffirms its position as a “total grooming suite”.

Created by BBH London, the campaign targets the “over-the-top” nature of Australian culture, and encourages men to “bring the quiet” with their new, more “subtle” fragrance.

The campaign consists of a 30 second spot that will play on Free and Pay TV, backed up by a 60 second TVC to play across Youtube.

A video clip to celebrate the global launch uses a soundtrack from artist Novo Amor which is a stripped-back version of Guns n’ Roses classic ‘Welcome to the Jungle’.

In a statement, Unilever marketing director Jon McCarthy said Lynx Black was developed “as a direct response to the growing trend in a more refined approach to style and grooming.”

“The campaign materials not only deliver this in a clever way, but with a strong stamp of LYNX’s personality.”

Lynx Black consists of body spray, antiperspirant, roll on, shower gel, as well as styling clay and gel foam exclusive to the Black brand.

The 60s spot:


  • Client name and title: AXE/LYNX
  • Agency: BBH
  • BBH Producer: Ryan Chong, Alice Straker
  • BBH Business Lead: Helen James
  • BBH Team Director: Cressida Holmes-Smith, Heather Cuss
  • BBH Team Manager: Fiona Barnett
  • Art Director: Gary McCreadie, Felipe Guimaraes
  • Copywriter: Wesley Hawes, Lambros Charlambous
  • Planner: Agathe Guerrier, Will Lion
  • Director: Academy Films
  • Production Company: Academy Films
  • Producer: Charlotte Woodhead
  • Editor: Julia Knight, Work Post
  • Post Production: Electric Theatre Collective
  • Media Buying Agency: PHD
  • Media Planner: Hannah Walsh, Phil Rowley
  • Title of track: Welcome to the Jungle
  • Publisher: Universal and Warner
  • Composer – Rerecord: Novo Amor
  • Original artist/group: Guns n’ Roses


  • Client: LYNX Australia
  • Marketing Director: Jon McCarthy
  • Senior Brand Manager: Johnny Hammond
  • Brand Manager: Andrew Tilley
  • PR Agency: Liquid Ideas
  • Media Agency: Mindshare
  • Digital Agency: Soap Creative

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.