Lynx has featured a gay kiss in an advert for its hair products in Australia.
The brand appears to be pioneering a new strategy after having past campaigns labelled “sexist” and even banned in the UK for objectifying women.
Its infamous “Lynx effect” adverts saw average-looking men dragged into the sea by mermaids, chased by thousands of bikini-clad women and causing angels to fall from heaven because of their irresistible £2.50 body spray.
But the latest advert seems to take a more inclusive approach.
A man is seen sitting on his sofa, flicking through television channels featuring different versions of himself as the narrator urges him to “make the most of your hair, while it’s still there”.
Showing the perfectly-coiffed man in an action film, cartoon and White House political drama, the voice-over says: “Go out, see amazing things, get an amazing job, kiss the hottest girl, or the hottest boy, experiment with your hair and learn from your mistakes.”
The “hottest girl” appears in a black and white film noir, kissing the man passionately but briefly, before he turns around and immediately kisses the dapper gentleman to his right on the lips.
The video quickly cuts away to a glam rock band but the moment did not go unnoticed by viewers.
Lynx’s YouTube channel has been flooded by commenters praising the advert, which was also shown on Australian television.
“I love that they just showed two men kissing like it's the most normal thing in the world, just the way that it should be,” one wrote.
Here is some of the reaction from Twitter.
MASSIVE props to lynx, for featuring a gay kiss in an advert for the first time. the world's changing. #samelove— manhattanfromthesky. (@__d4nedison) January 9, 2015
It's nice to see that Lynx are featuring a gay kiss in their new advert... Bravo Lynx... Bravo!— Aley-Max (@Aleyy) January 9, 2015
It's great that there's a gay kiss in the #LYNX advert, but it doesn't make me any more inclined to buy the chavviest scent on the market.— S H A M (@ShamTheMan) January 8, 2015
Congrats @lynx for stepping into 2015 & featuring a gay kiss in your Australian advert.— Kez (@Kez_Blogs) January 8, 2015
Not sure what I think about this lynx advert. Undertone of hinting it's okay to go out and kiss boys but will eventually end up with wife?— djs (@dannjohn) January 9, 2015