Lynx tells men to ‘make the most of your hair’ as it repositions as ‘total grooming suite’

Lynx has followed up a series of ads promoting its styling and shampoo range with a new campaign which aims to inspire men to experiment with the new Lynx hair products and “make the most of your hair”.

Created by BBH London and Biscuit Filmworks, the ad sees a young man sitting on his couch flipping through content on his TV with him placed inside different shows showcasing the various looks the products can achieve while a voiceover tells men to make the most of the hair they have, while it is still there.

Running from January 18, the campaign is airing across the five metro capital cities on free to air and pay TV as well as online.

In a statement Lynx marketing director Jon McCarthy said: “Lynx Hair is all about helping guys get the look without any of the fuss. The new range makes hair care and styling simple for guys and that’s what we’ve tried to communicate in the spot, in our usual entertaining style”.

The new ad is part of Lynx’s repositioning as a “total grooming suite for men” and follows up from the brand’s antiperspirant campaign launched this week.

On questions of using international agencies for local campaigns rather then the brand’s locally listed agency Droga5, McCarthy told Mumbrella: “Lynx is a global brand and the majority of our campaigns use globally developed creative from our agencies of record BBH or Ponce Buenos Aires. Where there is a need to develop additional content we will work with local agencies to supplement global campaign materials – we have worked with Droga5 Sydney in this way in the past.”

Miranda Ward


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