Lynx takes aim at Aussie ball-tampering scandal in campaign starring Julian Dennison

Lynx is playing off the rivalry between Aussies and Kiwis to promote its Lynx Australia and Lynx New Zealand fragrances.

The campaign features a playground handball competition, with the Australian contingent using sandpaper to rough-up the tennis ball.

When their Kiwi competitors notice the foul play, they say “What do you expect? They’re Aussies”.

Julian Dennison reprises his role in the campaign as an unsure teenager ‘Humphrey’ whose confidence is easily rattled.

Dennison first appeared in a Lynx Australia campaign which said it could help young males find their magic, “even if you’re a Kiwi”.

This time around, Dennison has more confidence after landing Rachel as his girlfriend. This is unsettled, however, when Australian boys come to town and start charming the girls with stories about surfing.

Humphrey then runs out of Lynx Australia – the source of his confidence – right before the handball competition.

Order is restored when he discovers there is actually a Lynx New Zealand fragrance, and he triumphs over the cheating Australians in the handball competition.

Emotive was once again the agency behind the campaign, with Zane Pearson director and creative director noting how the success of the first iteration led to this follow up.

“The success of the Lynx Australia piece saw countless calls for a sequel from fans online. This afforded us a special opportunity to continue the story with the launch of Lynx New Zealand, knowing that our target audience was already anticipating the next chapter,” Pearson said.

The campaign kicked off yesterday and will run until 18 August with a three-minute hero video, as well as 60-second and 30-second cut downs.

In Australia, the campaign will run across digital and social, while in New Zealand it will also get spots on television and out-of-home.

Parent company Univelver said despite the “fickle thumb-scrolling nature of the audience”, engagement with the first campaign was high, as it penetrated mainstream culture and reached meme status.

Markus Rehde, Unilever’s marketing director for personal care, said he looks forward to seeing the continued success of these campaigns.

“As a brand, we have evolved to appeal to the humour of the modern young guy whilst maintaining our irreverent, witty tone and delighting with fun in an authentic and local way.”

Client – Unilever
Markus Rehde – Unilever Marketing Director, Personal Care
Kristy Rutherford – Male Grooming Marketing Manager
Kate Westgate – LYNX Brand Lead

Creative, Production & Amplification – Emotive
Simon Joyce – CEO & Lead Strategist
Marshall Campbell – Business Director
Zane Pearson – Creative Director, Writer & Director
Nathan Burley – Additional Writer
Alistair Pratten – Senior Producer
James Brown – DOP
Uthayan Selvaraj – Editor
Jamie Crick – Talent Social Amplification

Media Agency – PHD

PR Agency – Liquid Ideas & Spark PR NZ


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