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Lynx promotes antiperspirants with Ponce Buenos Aires ad

Lynx is promoting its range of antiperspirants with a new campaign featuring a man “who doesn’t sweat” in a campaign targeted at Australia and New Zealand from Argentinian agency Ponce

The new ad, launched at the height of summer, shows a man enjoying a Japanese meal when he happens to accidentally eat some wasabi while being watched by an attractive waitress, with David Attenborough-style narration saying “the man who doesn’t sweat – every habitat is his natural habitat”.

Created by creative agency Ponce Buenos Aires, it is set to run across five capital cities and is “in line with the brand’s approach to consistently release fresh creative to promote the spirit of the brand to Australian audiences”.

The campaign is also part of Lynx differentiating between its antiperspirant offering and daily fragrance offering.

Unilever marketing director Jon McCarthy said: “Lynx always prides itself on creating the products that guys want and need, and engaging with our Lynx men in a fun and relaxed manner. This new TVC is true to this brand identity, and lets guys know that Lynx is the go-to antiperspirant deodorant in the pressure moments – whenever they might be.”

It is the latest campaign for the brand launched in Australia which has been created by an overseas agency, with BBH behind the brand’s campaign promoting its styling and shampoo range and the ‘face the world with confidence’ campaign. While Droga5 is listed as the local creative agency, the Sydney agency has not worked on a campaign for Lynx since October 2013.

A Lynx spokesperson did not address questions around Droga5, only saying the brand’s “official global agency is BBH.”

CREDITS:

  • Client name and title: AXE/LYNX
  • Agency: Ponce
  • Director of Creative: Luigi Ghidotti
  • Creative Directors: Lucas Cambiano, Laura Visco
  • Editor: Juan Panetta
  • Art Director: Kevin Cabuli
  • Customer Service Director: Vanina Rudaeff
  • Brands Group Director: Javier Passerieu
  • Executive of Marks: Carolina Brancos, Juana Vergara
  • Director of Planning: Marina Pen
  • Responsible for Client: Tomas Marcenaro, Dario Rubaja, Andrea Gagliardi
  • Head of Production by Agency: Roberto Carsillo
  • Producer: Brenda Morrison Fell
  • Producer: Turbo Thunder
  • Director: Turbo Thunder
  • Executive Producer: Joha Trosman
  • Director of Production: Itati Falabella
  • Director of Photography: Jose Luis Garcia
  • Post Producer: Demian Dominguez
  • Editor: Javier Falchi, Gustavo Codella
  • Musical band: Swing Music

LOCAL AGENCY CREDITS:

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