MEDIA: CREATIVE IMPULSE
Tuesday 26 March 1996
The client: Elida Faberge
Russell Taylor, European brand manager, Lynx
"The basic brief was to increase the standing of the brand. Ultimately that meant representing the brand's promise of seduction in a really fresh and different way, without the advertising taking itself too seriously.
The sort of people we are talking to are young blokes, who are the most ad-literate. If you hit on a stylish and colourful ad, they judge that ad for its own sake and therefore expect it to represent a smart, stylish brand.
What we've done is recognise the weakness of the deodorant sector's advertising. We have deliberately set ourselves apart. We're saying that this is not an overly serious fragrance ad, and equally, that we're not overly rational and functional like other deodorants are."
The agency: Bartle Bogle Hegarty
Julian Martin, management representative
"Lynx is a mega brand, which has grown over the past few years to own the category. So it wasn't as if Elida Faberge had a problem to solve - they just had this massive brand, and came to the conclusion that they had to move on. Critically, that depends not so much on what you're saying as how you say it.
Our goal has been to make the advertising more credible to young people: the teenage audience is the most cynical of any, and I think it's fair to say that the Lynx advertising had become formulaic.
Our job was to present the basic proposition in a more exciting way. While the scenario is exaggerated, consumers can all relate to that situation when you're a) at a party and out of your depth and b) you see a beautiful girl and you're tongue-tied. Here the guy plans an exit and gets his confidence back, by discovering the spray in the bathroom.
The category has become rather cliched in the way it portrays itself - the classic shot of the spray going on to the naked torso. The whole idea of the guy spraying it everywhere, including down his pants, is fun, exaggerated, but credible. People can relate to it; they know it's a pastiche of real life."
Life & Style blogs
Britain's kitchens so filthy that they present a health risk, says new research
Fashion Revolution Day: wear your clothes inside out and ask #whomademyclothes to support worker welfare
The world's first edible garden of cake
Company breaks open Apple Watch to discover what it says is 'planned obsolescence'
KickassTorrents down: new Isle of Man domain taken offline just hours after launch
The sickening truth about food banks that the Tories don't want you to know
Katie Hopkins on LBC: Listen to caller taking The Sun columnist to task over migrant comments
Migrant boat disaster: Ukip candidate mocks victims in sickening Twitter post
Nigel Farage wants the BBC to stop making programmes like Doctor Who, Strictly Come Dancing, and Top Gear
Global warming: Scientists say temperatures could rise by 6C by 2100 and call for action ahead of UN meeting in Paris
Rupert Murdoch berated Sun journalists for not doing enough to attack Ed Miliband and stop him winning the general election
- 1 Bruce Jenner's 'Interview of the year': Suicidal thoughts, rejection by family members and new wardrobe
- 2 Sofyen Belamouadden murder: The inside story of a crime that horrified Britain
- 3 How to turn off/stop 'seen by' on Facebook: Disable it to make your chats seem less passive aggressive
- 4 'We're not heroes, just tourists': Swedish police officers on holiday stop vicious assault on New York subway
- 5 Buckingham Palace guard who attacked passers-by in 'most most violent piece of CCTV footage' police officer had seen walks free
£22000 - £40000 per annum: Recruitment Genius: This company is part of a Group...
£16000 - £18000 per annum: Recruitment Genius: Are you a a young, dynamic pers...
Voluntary: Cancer Research UK: We’re looking for someone to support our award ...
£70000 - £90000 per annum + bonus + car allowance + benefits: Ashdown Group: H...