Lynx - "Ideal Woman"

BBH

BBH London, Großbritannien

Awards

12623

Marke: Lynx
Länder: Großbritannien

Werbende: Unilever

Titel	Ideal Woman
Agentur	BBH
Kampagne	The Lynx Effect
Werbende	Unilever
Marke	Lynx
Datum der ersten Ausstrahlung/Veröffentlichung	2000 / 4
Produkt	Deodorant
Geschäftsbereich	Deodorants
Slogan	The Lynx Effect
Story	Beautiful women take outrageous statements to camera, illustrating their utter to the male viewer... all because he wears Lynx.
Philosophie	In revisiting the communication model, it was clear that a new expression of seduction and masculinity was needed. We introduced a tongue-in-cheek humour to the advertising and a new, ironic expression of seduction The Lynx Effect. As youth culture accelerated, as it became more fluid and demanding, Lynx also had to evolve beyond its existing ad formula of just one theme campaign a year. The Lynx Effect has been expressed in tv and print, in tactical ads and shorts, in events and promotions. Lynx deodorant has been a UK youth icon for 17 years. Used by ¾ of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Labels equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success, fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.
Problem	When Lynx first came to BBH in 1995, the brand was widely recognised as the leading male deodorant body spray. However, research indicated that the brand image, and advertising in particular, were losing credibility with its audience and the brand was in danger of becoming the Brut of the 90s.
Medientyp	Fernsehen
Länge	40 seconds
Markt	Großbritannien
Produktionsfirma	2AM
Creative Director	Bruce Crouch
Texter	Shawn Preston
Art Director	Rosie Arnold
Agency Producer	Nicky Gregowski
Regisseur	Paul Goldman
Musik	John Altman
Produzent	Amanda Martin
Werbeleiter	Steve Miles
Etat-Planer	Matthew Gladstone